Magic Moments Launches Bold New Campaign Featuring Kriti Sanon and Original Music Video

Magic Moments, one of India’s leading premium vodka brands under the Radico Khaitan portfolio, has unveiled an energetic and glamorous new campaign featuring Kriti Sanon. Titled "Open The Magic", the campaign is a bold fusion of music, fashion, and vibrant storytelling that aligns seamlessly with the brand’s youthful, aspirational identity.

At the heart of the campaign is a high-energy original music video, composed by Lost Stories and featuring vocals by Kamakshi Rai. Set against an electrifying visual backdrop, the video sees Kriti Sanon exude confidence, freedom, and modern elegance as she moves through party scenes, celebrations, and moments of joy—all symbolizing the brand’s core message: celebrating the magic within.

This integrated marketing push is more than just a visual treat—it marks Magic Moments’ evolving brand narrative. No longer just a vodka brand, Magic Moments is positioning itself as a lifestyle and culture label, tapping into music, fashion, and digital culture to reach India’s Gen Z and millennial audiences.

The campaign is also part of the brand’s wider strategy to refresh its identity in a highly competitive alcobev market. The music video and accompanying creatives will be amplified across digital platforms, music streaming services, and social media, offering immersive engagement opportunities.

Speaking on the campaign, Amar Sinha, COO of Radico Khaitan, shared:

“Magic Moments has always stood for optimism and modern celebration. With this campaign, we’ve taken that a step further. Kriti embodies the energy, sophistication, and boldness of today’s generation, making her the perfect face for our new direction.”

Kriti Sanon, too, expressed her excitement:

“Magic Moments celebrates living in the now, and that’s something I strongly connect with. The shoot was vibrant and full of energy, just like the music. I’m excited to see how audiences connect with this new vibe.”

With a renewed focus on lifestyle branding, influencer culture, and music-led content, Magic Moments is clearly targeting a younger, bolder audience that sees drinking not just as consumption, but as part of a larger social experience.