Magic Moments unveils new music video aka campaign ‘Ishaara Samajh Le’—with Kriti Sanon

Magic Moments Vodka has rolled out a fun new campaign featuring Bollywood star Kriti Sanon, led by an upbeat music video entitled "Ishaara Samajh Le"—an infectious tribute to celebrating life's spontaneous, unscripted moments.

The Music Video cum Campaign

The campaign begins with a digital-first launch, but rolls out fast into a full 360-degree launch with retail activations, cinema screen advertising, and new media platforms.
Developed by creative agency VML and produced by Hogarth Films, the spot is an unselfconscious dance through gestures, glances and spontaneous dance breaks that convincingly mirror the brand's move from slick, choreographed celebrations towards genuine, emotionally-driven happiness.
At the centre of the video is the anthem-like hook, "Ishaara Samajh Le," presented as both a life motto and a witty invitation: "Observe those small gestures and let the moment guide you."
Effortlessly charming Kriti Sanon brings to life the message of being present and attuned through instinct.

Watch the video here:

Radico Khaitan's Managing Director, Abhishek Khaitan, points to how the campaign indicates a cultural shift: "People are moving away from big events toward more intimate, spontaneous celebrations of happiness… placing it within a worldview where authenticity, feeling, and freedom are valued."

Seconding the view, COO Amar Sinha adds:
"Each detail captures the way this generation seeks meaning in the mundane. Kriti has an organic ease and vitality that makes the film real."

Kriti Sanon also claimed, "Such a campaign captures those spontaneous moments of happiness… reminding us to remain receptive and engaged."

The Emotional Connect
By making its lead video the centerpiece of its brand campaign—with multi-channel elevation—Magic Moments seeks to intensify its emotional connection, especially among millennials and Gen Z, and affirm its role as a fearless, unapologetic—and most importantly—magical way to celebrate.

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