Magic Moments has a new, colourful campaign with Kriti Sanon. The music video for “Ishaara Samajh Le” is all about being spontaneous, having fun, and feeling connected to others.
Radico Khaitan’s high-end brand Magic Moments has launched a new campaign with Bollywood actress Kriti Sanon called “Ishaara Samajh Le.” The main part of this campaign is a music video that shows what it means to celebrate spontaneously and be emotionally real. The campaign is a bright change from traditional, curated brand films because it tells a new, unfiltered story.
VML made the music video, and Hogarth Films produced it. In it, Kriti Sanon goes through spontaneous and happy times, like toasts, dance breaks, rooftop parties full of laughter, and just hanging out with friends. The video doesn’t have any scripted dialogue. Instead, it uses gestures, emotions, and a great soundtrack to tell the story. The hook line, “Ishaara Samajh Le,” tells you to live in the present and pay attention to the small things that life gives you.
Radico Khaitan’s leadership says that this campaign is a key step in changing the brand’s position. Dr. Abhishek Khaitan called it a “turning point,” saying that the focus is now on celebrating everyday joy instead of big, planned events. Amar Sinha, COO, said that the movie “feels like a mood,” and he pointed out how Kriti’s natural ease and ability to relate to others made her a grounding presence throughout the campaign.
The campaign is aimed at millennials and Gen Z and encourages people to enjoy the beauty of experiences that aren’t planned. The planned rollout started online and will now include stores, movie theatres, new-age media platforms, and TV-on-the-go.
Kriti Sanon said she was excited about the campaign, saying, “This project is a celebration of those magical, unplanned sparks of joy.” It’s about getting in touch with the mood of the moment. VML’s creative leads called the film a “cultural cue,” which means it was meant to naturally fit into real-life celebrations.
Magic Moments is not just selling a product with “Ishaara Samajh Le.” It’s also inviting people to find joy in the present.zers is poised to become the go-to snack for those seeking crunch, fun, and a little bit of ‘Wow’ in every bite.
