Kriti Sanon enjoys a musical call of celebrations in Magic Moments' new ad
Kriti Sanon
with the launch of its
music video
'
Ishaara Samajh Le
'.
The film captures the effortless flow of a day where nothing is planned, yet everything aligns, led not by intention, but by instinct. Through subtle signs and shared energy, it explores how magic often shows up in the most unexpected moments.
Set against a vibrant, music-driven backdrop, the film follows Sanon 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' is a reminder to be present, notice the signals, and let the moment guide you.
Every beat and every word in the music video was meticulously crafted, a true labour of love, to spark joy in an instant. It's not just peppy and energetic; it is a vibrant call to celebrate life's
spontaneous moments
, capturing the spirit of instinctive joy we so often overlook, the press release shared with ETBrandEquity stated.
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 now expanding into retail, theatres, new media and TV-on-the-go activations, soon.
With this campaign, Magic Moments not only strengthens its premium, stylish positioning but also redefines what it means to Make Every Moment a Magic Moment. It reflects a cultural shift, away from curated celebrations, towards moments shaped by emotion, spontaneity, and personal connection, it added.
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
. '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,' Khaitan added.
Amar Sinha, chief operating officer at Radico Khaitan, stated, '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.'
Sanon shared, '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.'
Nakul Sharma and Tirtha Ghosh, executive creative director and vice president, VML added, '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.'
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