Magic Moments taps into everyday magic with Kriti Sanon in ‘Ishaara Samajh Le’

New Delhi: Vodka brand Magic Moments has released its latest campaign, fronted by actor Kriti Sanon, with a music video titled ‘Ishaara Samajh Le’. The video, developed in collaboration with VML and produced by Hogarth Films, explores the idea of spontaneity and emotional resonance in everyday experiences.

The narrative follows Sanon through a series of unscripted moments, casual celebrations, spontaneous dancing, and social exchanges, portrayed through gestures, music, and atmosphere rather than dialogue. The track’s recurring hook line, “Ishaara Samajh Le,” is positioned as a prompt to stay present and respond to instinct rather than planning.

The video has been released on digital platforms and is expected to expand to retail, cinema, new-age media, and mobile TV in the coming weeks.

“This campaign represents a turning point in how we communicate the spirit of Magic Moments,” said Abhishek Khaitan, Managing Director, Radico Khaitan. “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.”

Amar Sinha, Chief Operating Officer at Radico Khaitan, added, “We wanted the campaign to feel like a mood, not a scripted sequence, but a visual rhythm that people can relate to. From the soundscape to the recurring line ‘Ishaara Samajh Le’, every element reflects how today’s generation finds meaning in the everyday. Kriti brings a natural sense of ease and energy that grounds the film, making the brand’s message feel fresh, emotional, and modern.”

Kriti Sanon described the project as a celebration of unscripted joy, “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. It's been a joy to be part of a campaign that celebrates authenticity in every sip and scene.”

Nakul Sharma and Tirtha Ghosh, Executive Creative Director and VP at VML, said, “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. Whether it’s a casual get-together, a road trip, or simply an unplanned dance break, we wanted this track to naturally find its place in those personal, unscripted celebrations.”

Watch the campaign film: