Smirnoff’s ‘We Do We’ track turns Gen Z voices into one collaborative beat

New Delhi: Smirnoff Lemon Pop Non-Alcoholic has launched a new music campaign titled We Do We, described as a collaborative exploration of sound shaped by Gen Z artists. 

The project brings together four performers to build a track using rhythm derived from Smirnoff Lemon Pop cans, with each artist contributing a distinct sonic layer to a shared musical base.

The track was first developed by Sez on the Beat (Sajeel Kapoor), who created the core beat. Other artists, Shai, Agsy, and Nikhil (known as Tabla Guy), then reinterpreted the rhythm in styles reflecting their respective cultural and musical identities.

Shai blends Hindi and English with an Indo-Western sound that references her UK and Indian upbringing. Rapper Agsy brings together Hindi, Punjabi and Haryanvi, while Nikhil merges Indian percussion with global electronic beats, drawing from his “Tabla Reimagined” series.

The campaign unfolds through a five-part reel series on Instagram, with each reel showcasing an individual artist’s interpretation before culminating in a unified anthem. The full set is available on @smirnofflemonpop.

“We Do We is not just a campaign, it’s a cultural conversation,” said Ruchira Jaitly, CMO, Diageo India. “Through music, one of the most authentic forms of expression for Gen Z, we’re amplifying Smirnoff Lemon Pop’s playful and inclusive spirit. This campaign captures how today’s generation sees individuality and collaboration not as opposing forces, but as partners in creativity. It’s proof that when diverse voices come together, the energy is electric.”

Watch the campaign film:

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