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.