Magic Moments, India’s top vodka brand, released its latest campaign, featuring National Award-winning actor Kriti Sanon, with the launch of its refreshing music video ‘Ishaara Samajh Le’, which captures the effortless flow of a day where nothing is planned, yet everything aligns, led not by intention, but by instinct.

According to Magic Moments manufacturer Radico Kahitan, which issued a press release yesterday, through subtle signs and shared energy, the new campaign explores how magic often shows up in the most unexpected moments.

Set against a vibrant, music-driven backdrop, the film follows Kriti as she moves through spontaneous, emotionally resonant scenes, from impromptu toasts to playful dance breaks. The narrative flows through gestures, rhythm, and mood. At the heart of it is the track’s hook line, ‘Ishaara Samajh Le’ which is a reminder to be present, notice the signals and let the moment guide you, the statement added.

Developed in collaboration with VML and produced by Hogarth Films, the music video is the centrepiece of Magic Moments’ 360-degree marketing campaign, starting with digital platforms and soon expanding into retail, theatres, new media, and TV-on-the-go activations.

With this campaign, Magic Moments, the company said, not only strengthens its premium, stylish positioning but also redefines what it means to ‘make every moment a Magic Moment’. The film deepens the brand’s intent to engage meaningfully with millennials and Gen Z, who value presence over perfection and connection over performance.

“This campaign represents a turning point in how we communicate the spirit of Magic Moments”, said Abhishek Khaitan, Managing Director, Radico Khaitan Ltd, “As the world of celebration evolves, we are seeing a shift from grand occasions to more personal, instinctive expressions of joy. Through this film, we are not just elevating the brand’s style and identity, we are aligning it with a mindset that celebrates authenticity, emotion, and freedom. It is a direction that feels both relevant and true to who we are.”

Speaking on the campaign, Amar Sinha, Chief Operating Officer at Radico Khaitan Ltd., stated, “We wanted the campaign to feel like a mood, not a scripted sequence, but a visual rhythm that people can relate to.”

On being part of the campaign, Kriti  exulted, “This campaign brings alive those unplanned sparks of joy, the moments you don’t script. ‘Ishaara Samajh Le’ captures that beautifully, reminding us to stay open and present. Magic Moments as a brand stands for that same spirit —embracing life’s surprises.”

Nakul Sharma and Tirtha Ghosh, Executive Creative Director & VP, VML, added, “We have aimed to create something much larger than just a film, it’s a cultural cue that speaks to the way today’s generation chooses to celebrate. The music video, with its catchy hook and peppy rhythm, is designed to become part of everyday life, encouraging people to recognise and embrace spontaneous moments of joy.”