Top Story


Home >> Marketing >> Article

Hrithik Roshan’s ‘Magic Moments’ with Radico Khaitan’s new vodka brand

Font Size   16
Hrithik Roshan’s ‘Magic Moments’ with Radico Khaitan’s new vodka brand

From Coke to vodka, it has been quite a journey for Hrithik Roshan. The actor has been roped in as brand ambassador for Radico Khaitan Ltd’s new vodka brand ‘M2 - Magic Moments’.

Commenting on the association with Roshan, Abhishek Khaitan, Managing Director, Radico Khaitan Ltd, said, “I am sure that this is one clear case of being an eminently accurate personality fit. The energy and stylish modern appeal of Hrithik fits well with the international, young, energetic Magic Moments Vodka brand and the experience that it promises its customers.”

He further said, “The brand started off with a unique ‘underwater’ branding and the ‘Magic window’ packaging. The brand has now undergone a change to clearly establish a category and flavour leadership on a long term basis.”

M2 - Magic Moments vodka, which has been launched in six flavours – chocolate, orange, green apple, lemon grass and ginger, lime and raspberry – is targeted at the young and the young at heart.

Roshan said, “I am happy to be here for two primary reasons – one, Magic Moments promises everything that a great life should have—fun, enjoyment, zest and, above all, Zing! Two, as you will see, Magic Moments embodies an excitement in and for life. Its promise and call for ‘Zing up life’ gives the brand a different attitude and a mindset every youngster can identify with.”

Radico Khaitan has invested in the latest packaging decoration technology currently being used in Europe. The company has set up a plant for this in Bahadurgarh. The unique aspect of this is that the bottle will have graphics directly printed on to it.


Markus Noder, Managing Partner, Serviceplan International, shared innovative tools, ideas and methodologies to generate tangible business values

The primary reason that led to growth of OTT is the constant improvement of internet speed and service across the country: Sandeep Gupta, ACT Fibernet

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

The Tata Group is considering review of its Public Relations mandate which is currently handled by PR firm Edelman in association with Rediffusion. The review is likely to happen post January 2018.

KVL Narayan Rao, Group CEO, and Executive Vice Chairman of NDTV passed away at 63 after battling cancer for two years

Week 44 (October 29-November 4, 2017) of RAM Ratings saw Big FM and Fever FM dominating Mumbai. Meanwhile Fever, Radio City and Radio Mirchi dominated Delhi, Bangalore and Kolkata respectively.