24-07-2025
Sez On The Beat, Shai, Agsy & Tabla Guy Unite For Gen Z Anthem In New Music Collab; Details Inside
Sez on the Beat joins forces with Shai, Agsy, and Tabla Guy in a genre-defying music campaign that celebrates Gen Z's spirit of collaboration and creative identity.
Smirnoff Lemon Pop Non-Alcoholic has launched its boldest and most sonically daring campaign yet—'We Do We"—a celebration of Gen Z's collaborative, expressive spirit. In an era where individuality thrives on community, this campaign takes that energy and transforms it into a sound that is as unique as it is unifying. The result is a multi-artist music experiment that merges creativity, culture, and identity into one unforgettable anthem.
The campaign's heartbeat is a track crafted by celebrated producer Sez on the Beat (Sajeel Kapoor), who built the rhythm using the very cans of Smirnoff Lemon Pop. That foundational beat then becomes a canvas for three standout artists to layer their own identities and styles onto. Singer Shai blends Hindi and English, drawing from both her UK and Indian roots to create a melodic bridge between cultures. Rapper Agsy, known for her fierce lyricism in Hindi, Punjabi, and Haryanvi, brings a fearless Gen Z voice to the mix. Nikhil, known as Tabla Guy and the mind behind the viral 'Tabla Reimagined" series, adds his signature fusion of Indian percussion and global electronica, bringing traditional rhythm into the modern soundscape.
This collaborative musical journey unfolds in a five-part Instagram reel series on the official Smirnoff Lemon Pop page. Each artist offers their interpretation of Sez on the Beat's original rhythm, and the series culminates in a final anthem that combines all their distinct sounds into a singular, powerful statement. It's not just a campaign—it's a living, breathing soundtrack of a generation that sees collaboration as an extension of self-expression.
Ruchira Jaitly, CMO of Diageo India, said, 'We Do We is not just a campaign, it's a cultural conversation. 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."
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First Published:
July 24, 2025, 20:01 IST
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