Magic Moments Vodka has tapped Bollywood actress Kriti Sanon as its new brand ambassador, aiming to capture the spirit of a confident, fearless generation. The move marks a fresh chapter for the popular vodka brand, as it leans into a youthful, vibrant vibe that Kriti embodies effortlessly.

The partnership comes at a time when Magic Moments is doubling down on its image as a bold, lifestyle-oriented choice for consumers who want to live in the moment and express themselves unapologetically.

Kriti Sanon: The Perfect Match for a Bold Brand

Abhishek Khaitan, managing director of Radico Khaitan, the company behind Magic Moments, sounded genuinely enthusiastic about the new association. “We are absolutely pumped to have Kriti on board,” he said. “She’s smart, stylish, and fearless, just like the new-age consumer we speak to. With this campaign, we are not just raising a toast to the moment; we are owning it. This is a new chapter for Magic Moments, and we are excited to make it magical.”

Kriti Sanon’s rise in Bollywood has been meteoric, with a reputation for taking on diverse roles that showcase her charm and grit. She resonates well with the brand’s target group—young adults who seek more than just a drink but a statement.

The actress herself seems equally thrilled. “Magic Moments is all about owning your vibe and celebrating life as it comes, in its raw and untampered form. I am super excited to join the Magic family. This partnership is fun, it’s fierce, and it’s full of energy, just the way I like it. Here’s to living the moment, one magic at a time!” she said, radiating the same energy the brand promises.

Aligning Brand Identity with Contemporary Consumers

Radico Khaitan isn’t shy about aiming high. Amar Sinha, COO, emphasized the strategic edge behind the announcement. “Radico is super excited to bring together India’s No. 1 vodka with Bollywood’s No.1 power packed face. Kriti Sanon isn’t just a star, she is the whole vibe. She connects effortlessly with today’s bold, fearless generation and totally gets what Magic Moments is all about.”

Magic Moments is clearly making a push to stand out in India’s competitive vodka market. The brand has been steadily increasing its footprint, and this collaboration signals intent to level up significantly.

The campaign is not just about the glamour either. It speaks to a growing crowd that values authenticity, self-expression, and living life on their own terms. “We want to inspire consumers to seize the day and make each moment count,” said Khaitan. “That’s what Kriti stands for.”

The Market Stakes and Consumer Appeal

Vodka consumption in India has seen steady growth, especially among urban millennials and Gen Z consumers. Brands have been shifting away from traditional, reserved marketing to more vibrant, lifestyle-focused narratives.

Here’s a quick look at how Magic Moments compares in the current market:

Brand	Market Position	Recent Growth Rate (YoY)	Target Demographic
Magic Moments	India’s No. 1 Vodka	+12%	Millennials, Gen Z
Smirnoff	Global Leader, India Key	+8%	Urban Young Adults
Romanov	Popular Regional Brand	+5%	Tier 2 and 3 Cities

The numbers show that Magic Moments is capitalizing on a rising trend of young consumers who see vodka as a lifestyle choice, not just a drink. The brand’s marketing efforts now reflect that shift, blending boldness with a relatable, energetic appeal.

A Campaign to Watch

The new campaign starring Kriti Sanon is expected to roll out across multiple platforms soon—TV, digital, and social media. Given Kriti’s massive fan base and her strong connection with youth culture, Radico Khaitan hopes to create a wave that resonates deeply.

This isn’t just about celebrity endorsements but building a long-term identity. The brand is betting on authenticity and energy, and Kriti Sanon fits that bill perfectly.

In a market crowded with options, standing out is tough. But Magic Moments seems poised to do just that, with a fresh face and a message that hits close to home for today’s consumers.