Magic Moments x WRM

Finding Magic Moments’ Space in Modern Drinking Culture Compiled By:

IN THIS DECK • THE CULTURAL EVOLUTION OF VODKA • THE MODERN DRINKING CONSUMER • THE COMPETITION PLAYBOOK • MAGIC MOMENTS TODAY • THE OPPORTUNITY AHEAD

They rarely grow merely through product innovation. Over time, they evolve through the cultural roles they come to play in people’s lives. These cultural roles shape how consumers perceive, choose and experience a drink. Clear Spirits are Often Defined by their Cultural Roles

Its neutral profile made it the perfect base for cocktails, but also meant it rarely carried the craftsmanship or heritage narratives associated with spirits like whisky or rum. For years, vodka’s identity was shaped by two dominant roles in drinking culture The Neutral Mixer Culturally, vodka also became strongly associated with chaotic celebrations. This stereotype framed vodka as the fuel for big nights out, rather than a drink embedded in more nuanced social occasions. The “Rager” Spirit

Vodka is moving beyond its “neutral spirit” identity. • flavoured vodkas continue to grow globally and in India • fruit and botanical flavours are attracting younger drinkers • flavours allow vodka to connect with different moods and occasions Flavour Innovation is Driving Curiosity Vodka’s growth in India is being powered by social occasions, experimentation and younger consumers The Current Culture Is Rewriting Vodka’s Role Across markets — including India — the category is being reshaped by three trends Vodka is emerging as a preferred gifting choice, particularly among younger consumers. • its accessibility and variety of flavours make it a flexible gift • gifting occasions increasingly include birthdays, house parties and casual celebrations Becoming a Popular Social Gifting Spirit Vodka is no longer limited to nightlife. birthdays, house parties and casual celebrations Becoming a Popular Social Gifting Spirit Vodka is no longer limited to nightlife. It is increasingly appearing in: • house parties and home gatherings • casual celebrations and small wins • social moments among younger urban audiences Expanding Beyond Traditional Drinking Occasions

A new generation of Indian drinkers is reshaping the way spirits are consumed and experienced. For them, the drink is not the centre of the moment — the moment is. The Consumer Driving Vodka’s Cultural Shift

Key Traits of the Modern Vodka Consumer Curious & Experimental They are comfortable trying new flavours, cocktail formats and spirits. Exposure to global drinking cultures has made experimentation part of their social identity. Social-First in Their Drinking Behaviour Drinking is rarely a solitary act. It is embedded in gatherings with friends, celebrations and shared experiences. Experience-Led Rather Than Product-Led They are less interested in production credentials and more drawn to drinks that naturally fit into the social environments they inhabit. Globally Influenced, Locally Social Their tastes are shaped by exposure to global trends — cocktails, mixology, clear spirits, but their drinking occasions remain rooted in Indian social culture and friendships.

Creators on their social feeds constantly influence their curiosity and choices in their typically non-linear journey The "Liquid Science" Know Your Spirit Better Content explaining filtration (charcoal vs. diamond), base ingredients (potato vs. wheat vs. grape), Intentional search when buying a bottle or unintentional discovery when a "Did you know?" hook stops their scroll Educate The "Aesthetic Alchemist" Mixology Made Immersive High-definition ASMR twist to Mixology of ice cracking, slow-pour martinis, etc. Unintentional late-night "dream scrolling" (relaxation) or intentional search for finding cocktail recipes Inspire The "Bar Chaisers" Best Place for Cocktails Travel, food, or lifestyle creators exploring popular cocktail bars around the city Intentional search when in a “let’s explore a new place” mood, or discovered unintentionally through the algorithm via related interests Exp search when in a “let’s explore a new place” mood, or discovered unintentionally through the algorithm via related interests Explore What?When?Why? The "Spirit Reviews" Know Your Brands Better Technical, high-utility content where an expert "dissects" the liquid. They focus on the Packaging, Price, Texture, Taste and Tail Intentional search while evaluating “Which Vodka to Purchase for party/ under1500/ for road teip” Evaluate The “Spirit Entertainers” Have fun around spirits High-energy, personality-driven content where spiritss are a prop for games, social experiments, and challenges unintentionally via the algorithm during a work break or intentionally while getting into a "weekend" relaxing mindset (Brainless background plays) Entertain

However, they are not just driving consideration towards vodka with their preferences, but also redefining its consumption moments

Socialising itself is being rewritten by these modern consumers For today’s urban drinking consumer, social life is not merely built around large planned occasions or traditional nightlife. Instead, it is more fluid, spontaneous and experience-led. Today’s drinking moments are increasingly self-created rather than event-driven. House parties, rooftop gatherings and themed nights are becoming more frequent and being chosen over bar hopping and clubbing. Hosting Is a Regular Social Ritual Many gatherings now start casually — “Let’s just meet for a bit” — and evolve into memorable nights. Spontaneity Is Replacing Formal Occasions People don’t just participate in events anymore. They co-create them with their friends. And it always comes with a pre-post plan. Experiences Are Shared, Not Just Attended

The After-Party When the real conversations and bonding begin after the event. The Small Win Celebration A promotion, project completion or good day at work. Showing Up for a Friend Comforting someone through a breakup or life moment. The Spontaneous Night A casual meet-up that unexpectedly turns into an unforgettable night. The Weekend Gathering House parties, themed nights or curated get-togethers. For them, most drinking moments today aren’t calender led, they’re created The Pre-Game Meeting before a rave, concert or big night out. Embedding the brand in these consumer-led moments can lead to brand relevance in an emerging cultural space.

Vodka brands are moving beyond product-led messaging to position themselves as enablers of culture, experiences, and social moments. Brands are playing a single strategic role in the life of new age consumers to own a unique space in their mind Brands responding to the current culture

Social Media Approach: A steady stream of high- energy content that inspires audiences to turn every reason into a party Communication Space: “Get More From Life”: A fun multiplier that makes life bigger, louder, and more celebratory BRAND USER KEY MOMENTS OWNED Young, socially active party goers who live for shared moments, vibrant celebrations and spontaneous fun, choosing flavour, energy and vibe over status or sophistication Spontaneous, high-energy party moments where friends come together, music is loud, shots are poured, and the night turns into “one more” round The ultimate party instigator and vibe- amplifier. music is loud, shots are poured, and the night turns into “one more” round The ultimate party instigator and vibe- amplifier. Playful, bold, and always dialed in, he turns any moment into a spontaneous, high-energy celebration Mascot: DJ Mono BRAND TONALITY Playful, Youthful, Slightly Cheeky & Quirky Bold, Neon & Party Ready Cocktail Recipes These aren’t normal cocktails — they’re high-impact, neon party props that visually embody the brand’s “One More” energy and celebration-first philosophy Bringing alive the party through creators Partners with fashion and lifestyle creators who embody a vibrant, party-first energy to align with the brand’s personality and crafting Holi Party Cocktails to align with the Brand’s party philosophy engage directly with mixologists, encourage creative cocktail innovation, and reinforce its strong presence in the cocktail culture space. Engaging KOL through Bartending Competition The Party Instigator

Social Media Approach: Position the platform as a creative canvas where artists across art, music, and fashion can collaborate, express themselves, and showcase their creativity Communication Space: “Born to Mix”: Life is most interesting when we mix things up"—whether that refers to ingredients, ideas, or people BRAND USER KEY MOMENTS OWNED Young, progressive, and open- minded individuals who prioritize authenticity over polish. As true cultural omnivores, they fluidly engage with fashion, art, music, nightlife, and emerging subcultures. over polish. As true cultural omnivores, they fluidly engage with fashion, art, music, nightlife, and emerging subcultures. Casual gathering moments where brand is positioned at the heart of relaxed, social, and culturally rich interactions rather than high-octane party extremes BRAND TONALITY Bold, Playful, Unorthodox, Confident Hacking into culinary art Partnering with exotic chefs to craft creative cocktail recipies that embody the essence of the brand Fashion brand identity Curating a bold streetwear fashion that blends high-concept editorial styling with a gritty edge as the brand’s aesthetic — hacking into subcultures while simultaneously signaling the brand as a culture- shaping icon rather than just a mainstream alcohol label Collaboration with creative artists Positions Absolut at the forefront of contemporary culture by collaborating with boundary- pushing artists, turning the artists Positions Absolut at the forefront of contemporary culture by collaborating with boundary- pushing artists, turning the bottle into a canvas and campaigns into creative platforms through limited editions and cultural drops. Mixing is Movement" Campaign a massive dance battle where each dancer represents a specific cocktail (e.g., the smooth "Cosmo" vs. the fiery "Bloody Mary") Inspiring Creativity

Social Media Approach: Acting as a dynamic cocktail playbook — inspiring, educating, and guiding consumers with mix recipes, hosting ideas, and creative drink experiences Communication Space: WeMixWe Everything is better when mixed not just in drinks, but diverse people as well, evolving to a social glue that brings different identities together. BRAND USER KEY MOMENTS OWNED Young, urban individuals who prioritize self expression, authentic connection, unpretentious fun and social belonging over the pressure of polished, "VIP" perfection Smirnoff owns the everyday social scene from home parties and intimate get- togethers to spontaneous celebrations and curated home-bar moments BRAND TONALITY Bold, Progressive, Witty Why Change a Good Thing? Campaign Celebrates Smirnoff No. 21’s century-long legacy, tapping into consumers’ desire for permanence in a fast- changing world. Campaign Celebrates Smirnoff No. 21’s century-long legacy, tapping into consumers’ desire for permanence in a fast- changing world. Troye Sivan as "Chief Vibes Officer" appointed pop star Troye Sivan as their "Chief Vibes Officer" in late 2024 to kick off The "Go OFF" movement encourages fans to ditch their "to-do lists" for collective fun. The Ultimate Mixology Boss Positions Smirnoff as the go-to authority for easy, fun, and accessible cocktail-making — leading with simple at-home recipes that democratize mixology and empower anyone to craft great drinks Cocktail Festivals Building on the cocktail first imagery, the brand is present across key cocktail events like Indian Cocktail Week to drive the association stronger Mixology Expert

Magic Moments’ communication is largely driven by individual SKUs, resulting in a social presence that often highlights flavors and occasions We lack a clearly defined role on social in the everyday lives of consumers. Magic Moments Leading with Flavors

Owning Every Moment While the brand associates with a wide range of occasions, the breadth of this approach makes it difficult to define its moment— resulting in a presence that is broad but not sharp. While the brand’s verbal language highlights diverse moments, the visual execution often highlight similar settings and compositions that make the moments appear indistinguishable Visual Sameness While most brands use social to build communities around shared passions, our presence appears more transactional, focused on selling vodka rather than cultivating a cultural idea. around shared passions, our presence appears more transactional, focused on selling vodka rather than cultivating a cultural idea. Social Media As Catelogue While AI avatars help the brand connect with younger audiences, the frequent use of AI- generated imagery in brand creatives reduces the presence of real people, which can dilute the sense of human connection Limited Human Presence The brand currently follows a campaign-led, topical approach, with limited recurring content buckets to sustain ongoing audience interest and engagement. Limited Content Diversity Making Every Moment A Magic Moment A positioning leveraged but not clearly translated on social

Translating learnings into opportunities

What we are doing? Tacticle recommendation What Peer are doing? We currently treat our social media as a product catalogue hub spotlighting the range of SKUs and flavours Social Media Treatment Peers build repeatable content engines and expandable content ecosystems around art, fashion, dance, and mixology, etc. Build a value-led content ecosystem rooted in a specific cultural space to drive recurring audience interest and intentional engagement with the platform Cocktails are currently presented in a functional, recipe-led manner without a unifying theme, often communicated through static formats Cocktail Culture Vodka brands are moving beyond recipes to showcase the excitement and craft of cocktail-making—turning it into an experience Tap into the audience’s growing interest in cocktail experimentation by building a visually immersive cocktail universe that showcases engaging, process- growing interest in cocktail experimentation by building a visually immersive cocktail universe that showcases engaging, process-led recipes and creative drink experiences. The brand continues to rely on cues like purity, filtration, and generic sophistication, which do little to elevate Dazzle within premium cultural spaces Premiumization Brands elevate premium perception through cultural relevance like streetwear, artists, and subcultures, etc. rather than functional claims Anchor the brand in an ownable cultural territory and bring it to life on social through collaborations, co-creations, and curated experiences to strengthen its premium imagery The brand’s social presence currently lacks a clearly defined role in the lives of its audience, Role on Social Brands have carved out specific roles in the lives of their audiences—such as the party instigator, creative enabler, or cocktail Brands have carved out specific roles in the lives of their audiences—such as the party instigator, creative enabler, or cocktail expert—which consistently translate into their social content Define and consistently own a clear cultural role for Magic Moments in the lives of its audience, and consistently align social content with the role. LEARNINGS AND RECOMMENDATIONS

Finding the white space for Magic Moments in the category

CULTURAL FUNCTIONAL GRAND MOMENTS INTIMATE MOMENTS Peer Brands own a distinct space on social media and curating a world within The Party Instigator Inspiring Creativity Mixlogy Expert

Proposed CULTURAL FUNCTIONAL GRAND MOMENTS INTIMATE MOMENTS Current The white space for us to premiumise perception and be culturally distinct The Party Instigator Inspiring Creativity Mixlogy Expert

Defining the space for Magic Moments The Moment Catalyst Magic Moments becomes the catalyst of marking every moment that embody friendship, spontaneity, shared energy and laughter. Magic Moments becomes the vodka for the moments people create , and its social presence shifts from showcasing parties to capturing the culture of modern social gatherings . Instead of focusing on just the drink, the brand celebrates the moments that bring friends together — spontaneous plans, small wins, hosted nights and shared rituals. Social becomes a window into how people create these experiences, positioning Magic Moments as the bottle that naturally shows up when friends decide to make a moment worth remembering.

KEY THEMES FROM OUR TVC Everyday Elevated01 Personal Story Beats02 Simple moments become meaningful. A walk becomes a memory A conversation becomes a story Instead of a big narrative, the film shows small emotional arcs. Arrival, Connection, Shared looks. The focus is on micro experiences. Magic as Perspective03 When you choose to experience a moment differently, the moment changes.

We sell the feeling of rediscovering the ordinary. Magic is not an escape. Magic is seeing the everyday differently.

Today, young consumers aren’t waiting for big occasions, they are creating their own reasons to gather. Micro-celebrations define modern social culture.

To align our idea of magic with how our TG celebrates, we take forward our brand space of...

Since everyone owns how to party, no one owns these little moments in those experiences. Our brand name literally contains the word Moments, creating a larger opportunity. The Moment Catalyst

03 A casual plan turns into the night everyone talks about. 01 02 Where a quick catch-up becomes a house party. A small toast becomes a celebration. Magic Moments stands where micro-celebrations begin...

In the elevated moments people choose to create. For us, magic isn’t fantasy or escape. It’s when a simple moment suddenly feels bigger than it was meant to be. It is reality elevated through flavour, culture, and the shared energy of people coming together. And that’s where the brand lives:

At a product level, we elevated the experience through flavour. With flavours like Thandai and Jamun, we didn’t simply add taste we added dimension and personality. At a brand level, we elevate everyday moments into something magical. Our flavours elevate the drink. We elevate the moment.

Translating the same through our strategy...

This pillar explores the elements that transform a casual plan into a memorable night - the spaces we gather in, the sound that shapes the vibe, and the subtle cues that define a great evening. It positions Magic Moments at the heart of curated social experiences. This pillar roots Magic Moments in modern Indian social culture - the evolving rituals of how people gather, the flavours that reflect local identity, and the creators shaping today’s social scene. It ensures the brand feels culturally relevant and distinctly Indian. Pillar 1: The Magic Moments Experience How the moment comes alive. Pillar 2: The Magic Moments Culture What gives the moment meaning. To bring this space to life, the brand focuses on two key pillars:

Modern Social Rituals How India gathers today. From house parties to watch nights with close friends, we capture the evolving ways people socialize and create their own occasions. Flavours of India We explore the cultural stories behind flavours - regional ingredients, seasonal tastes and how local flavours inspire the brand’s identity. T h e M a g i c M o m e n t s E x p e r i e n ce T h e M a g i c M o m e n t s Cu l t u r e The Setting Shift Everyday spaces turning into social destinations. We explore how ordinary environments transform into the backdrop for memorable gatherings. The Sound of the Vibe From playlists and DJs to emerging artists and genre crossovers, we explore how sound sets the tone of a gathering and defines the energy of the night. DJs to emerging artists and genre crossovers, we explore how sound sets the tone of a gathering and defines the energy of the night. The Scene Decode Understanding the modern social scene.We explore different social tribes, nightlife cultures and event formats decoding what makes one night iconic while another fades away. The Social Creators The people shaping social culture. Creators, hosts, artists and tastemakers who influence gatherings, nightlife and social aesthetics. Co n t e n t B u ck e t s

Annual Cultural Themes: The year is structured around how social energy shifts across seasons. This becomes the foundation for a 360° brand ecosystem, enabling: • Hero campaigns for Q1 • Influencer strategy • Cultural partnerships • Brand IP’s • Experiential extensions • Social amplification

YEAR IN REVIEW OCTOBER - DECEMBER Moments of Celebration INDIA’S Biggest social season. Festivals, weddings and year-end reunions. JULY - SEPTEMBER Monsoon Magic AS THE RAINS ARRIVE, SOCIAL LIFE DURING MONSOON BECOMES A SEASON OF COSY CONVERSATIONS, COMFORT FOOD, AND MUSIC-FILLED NIGHTS INDOORS. JUNE FLAVOURS IN RHYTHM (WORLD MUSIC DAY) ExplorING HOW MUSIC SHAPES THe mood of social moments. MAY THE TASTE OF SUMMER CelebratING THE MEMORIES AND TASTes of Indian summers. APRIL THE WATCHPARTY EXPERIENCE (IPL) TurnING MATCH NIGHTS INTO ELEVATed social experiences. JANUARY - MARCH Moments of Flavours of India Exploring the cultural stories behind the brand’s flavours

APRIL Campaign: The Watchparty Experience

April is dominated by IPL, when homes, terraces and hostels turn into social arenas. Matches become excuses for gathering, cheering and celebrating together. THEME AND CONTEXT Role for the brand : Magic Moments picks the subculture of IPL by becoming the drink that elevates match nights. CAMPAIGN FLOW 01 02 03 04 IPL Watch Party Guides Matchday Moments Expert The Cocktail Rituals The Mix Magician

IPL watch party guides SOCIAL FIRST CONTENT SERIES

Magic Moments turns everyday IPL screenings into team-inspired watch party experiences. Through a series of digital guides, fans learn how to host watch parties inspired by their favourite IPL teams from décor and colour palettes to cocktails, snacks, playlists and match-day rituals. A regular evening of cricket becomes a curated match-day celebration, with creators and fans recreating these themed watch parties across social. IPL nights bring people together in hostels, living rooms and terraces but most watch parties remain just that: people watching a match. How do we elevate that experience?

Mumbai Indians Blue-and-gold setup, coastal snack platters, and a Bombay Jamun Spicy Mint cocktail inspired by the city’s bold flavours. Punjab Kings Loud, high-energy setup with Punjabi playlists, buttery bar snacks, and a Cranberry Tease cocktail. Chennai Super Kings Yellow-themed setup with beachside décor, coconut snacks and the Lemon Lush cocktail inspired by the city’s coastal energy..

For everything in life, we have an expert. Sports experts. Study experts. Even relationship experts. Why not for parties? Hosting an IPL party isn’t just about the match it’s about getting the drinks, energy and atmosphere right and with the same set of questions: How do you keep the vibe alive during slow overs? How many drinks will be enough? What music keeps the vibe right between overs? How can I be a good host?

Magic Moments introduces the Matchday Moments Expert, in collaboration with @Mixitupwith Mendi. The go-to expert for all IPL watch party moments who answers real match-night dilemmas through short-form, episodic content. Each episode tackles one relatable question! Part hosting guide, part cultural commentary, the series helps fans upgrade their watch parties with tips, drink ideas and vibe hacks from MixitupwithMehendi. Fans can then submit their own match-night dilemmas for real-time answers.

The Cocktail Rituals SOCIAL FIRST CONTENT SERIES

We introduce a series - cocktail rituals fans can adopt while cheering for their favourite teams. IPL fandom isn’t just about the match it’s built on rituals fans swear by, from lucky jerseys to standing during the last over. These rituals make fans feel like they’re part of the game. So why not have rituals for our cocktails too? From the first pour before the toss, to a cheers after every boundary, to a victory toast - easy, repeatable and fun to follow rituals give fans new ways to elevate their watch parties, Because sometimes the best moments of the match happen off the pitch with friends and great drinks!

Fans love experimenting with everything on match night from jerseys and snacks to chants and rituals. But when it comes to drinks, they usually stick to the same familiar mixes. What if you could easily create your own experiment / custom team inspired drink at home? Magic Moments introduces The Mix Magician, an AI- powered Instagram chatbot that creates personalised cocktails for match nights.

How it works: 1) DM the Bot :Fans select their IPL team, flavour preference and match vibe. 2) Get a Custom Cocktail :The bot generates a team- inspired Magic Moments recipe with a shareable visual card. 3) Recreate & Share : The drink becomes a personalised match-night ritual fans can recreate during the game and share on social with friends. What emerges isn’t just a drink it’s an elevated match-night moment.

Summer carries a strong sense of nostalgia. In India it was childhood holidays, seasonal fruits, evening hangouts and familiar summer drinks. THEME AND CONTEXT Role for the brand : Magic Moments reinterprets those nostalgic tastes and memories into cocktails designed for the summers to live back the essence of nostaglic Indian summers. CAMPAIGN FLOW 01 02 03 04 A Blend of Summer The Regional Taste of Summer Magic Moments x Paper Boat Colours of Summer

A Blend of Summer CREATOR COLLAB + PRODUCT INNOVATION

People connect more deeply with drinks when there’s a story behind them. What if a cocktail wasn’t just inspired by a flavour, but by a piece of art? Magic Moments presents A Blend of Summer a series where creators’ memories and art are transformed into cocktails. We collaborate with artists from different genres to turn their work into limited-edition vodka cocktails.

For instance, poet Priya Malik writes an original piece on summer nostalgia. Inspired by the emotion and imagery in the poem, we craft a cocktail that captures the feeling of that memory. Similarly, a photographer becomes the inspiration for another cocktail. These drinks are then released as limited-edition miniature bottles, each labelled with the artist, the story behind the work, and the flavour it inspired.Select boxes are also sent to influencers and creators, inviting them to experience and share the story behind each cocktail. The result is a series of art inspired cocktails audiences can experience beyond the screen.

For instance, poet Priya Malik writes an original piece on summer nostalgia. Inspired by the emotion and imagery in the poem, we craft a cocktail that captures the feeling of that memory. Similarly, a photographer becomes the inspiration for another cocktail. These drinks are then released as limited-edition miniature bottles, each labelled with the artist, the story behind the work, and the flavour it inspired.Select boxes are also sent to influencers and creators, inviting them to experience and share the story behind each cocktail. The result is a series of art inspired cocktails audiences can experience beyond the screen.

The Regional Taste of Summer SOCIAL FIRST CONTENT SERIES

Because sometimes, all it takes is the right mix to turn a simple flavour into a Magic Moment. Every part of India has its own taste of summer from the tang of kokum on the coast to the sweetness of mango in the north. Magic Moments presents the Regional Taste of Summer - a content series that captures these regional flavours and transforms them into refreshing cocktails, elevating familiar summer tastes into something a little more magical.

In this special collaboration, Magic Moments × Paper Boat bring those nostalgic flavours into the world of cocktails. Few brands capture the feeling of Indian childhood summers, one of them being Paper Boat with flavours like aam panna, kokum, and jaljeera that instantly bring back memories. What if those childhood summer flavours could return in a new elevated form? Using Paper Boat’s iconic drinks as mixers, we create a limited series of summer nostalgia cocktails that blend the rooted tastes with grown-up gatherings. Examples: • Magic Moments Grain × Paper Boat Jaljeera Cooler • Magic Moments Grain × Paper Boat Kokum Highball

The collaboration celebrates the flavours you grew up with, reimagined for the nights you create today. Through summer storytelling and visual shoots around nostalgic flavours, the collaboration brings these drinks to life across social. The idea also extends on-ground through pop-up cocktail making stations at sundowners, outdoor gigs and festivals.

COLOURS OF SUMMER SOCIAL FIRST CONTENT SERIES

Colours of Summer is a visual-first, product-showcase content series that explores the season through these familiar shades. Summer is remembered in colours - the yellow of mangoes, the red of watermelon, the green of mint and lime, the orange glow of sunset skies. What if we explore summer through the colours that define it? Each moment is inspired by a colour that defines summer - brought together with seasonal flavours, everyday cues, and a Magic Moments cocktail that naturally belongs in that scene. Because sometimes, a single colour is enough to bring the feeling of summer back and turn it into a magic moment.

June celebrates World Music Day, a reminder that music is at the heart of how people experience moments.From house parties to gigs the right track can completely change the energy of a room. THEME AND CONTEXT Role for the brand : Magic Moments taps into this cultural moment by elevating the connection between sound, flavour and social gatherings. CAMPAIGN FLOW 01 02 03 04 Flavour Tracks Flavour Sounds like... The Magic Senses The Longest Event Ever

Flavour Tracks CREATOR COLLAB + PACKAGING INNOVATION

Magic Moments introduces Flavour Tracks where every new vodka variant is paired with an original piece of music inspired by its flavour. Music can change the mood of a room and turn an ordinary night into something memorable. Flavours work the same way, each carries its own personality, mood and energy. We collaborate with an artist to create sounds inspired by each flavour: • Mango – bright tropical beats • Jamun – deep indie vibes • Green Apple – upbeat pop energy Creator suggestion: Ritviz, Nucleya

“The drink that comes with its own soundtrack.” Limited-edition bottles feature QR codes that unlock each flavour’s track, while the concept is amplified through PR as :

Magic Moments takes its flavours to the streets and asks people one simple question: “If this flavour were a song, what would it be?” The result is a series of raw, unfiltered and fun reactions. Fans can then join in by sharing their own flavour song matches in the comments, building a community playlist inspired by Magic Moments flavours. A flavour can instantly remind us of a certain vibe or sound or a moment. Click here for the video:

The Magic Senses ON GROUND/ EXPERIENTIAL

Magic happens when all the senses come together. Great moments are never defined by just one thing. It’s the music playing in the background. The drink in your hand. The colours around you. The textures of the space. The scent of the room. So what if you could experience all five senses through a single drink?

Sight – The Colour of Jamun Deep purple lighting and visuals. Magic Moments creates a multi- sensory brand experience that lets people discover a flavour through all five senses. Placed in a high footfall area the installation is designed as a journey through five themed zones. Sound – The Rhythm of the Moment Moody indie or jazz music. Smell – The Aroma of Jamun The fruity, tangy scent. Touch – The Texture of the Experience Velvet textures. Taste – The Magic Moment The journey ends with a signature Magic Moments Jamun cocktail. Creators and visitors capture their sensory journey and share it across social platforms, turning the installation into a widely shared brand experience.

The longest event ever! PHYGITAL + PR LED

21st June brings two reasons to celebrate - World Music Day and the Summer Solstice, the longest day of the year. A day this long deserves a celebration that lasts just as long. Each stop features a signature Magic Moments cocktail inspired by the city’s vibe, with the celebration streamed live as the party moves across the country. The experiential event is amplified through PR as India’s longest party ever, while fans join in by sharing their moments using #TheLongestParty. Magic Moments hosts India’s Longest Party, a nationwide music relay that moves across cities through the day.

Example Flow: Sunrise – Goa An underground cave partywith an acoustic session as the first drinks are poured. Afternoon – Bangalore A secret garden pool party,hidden within a lush urban bungalow with an electronic set bringing daytime energy. Sunset – Jaipur A heritage haveligathering, with live folk-fusion music as the sun sets over pink city terraces. Night – Mumbai / Delhi A warehouse takeover, where the longest day culminates in a high-energy DJ set .

As the seasons change, so do the ways people gather, celebrate and create moments together. Our strategy follows this natural rhythm of social life in India. Q2 (July – September) Q3 (October – December) Q4 (January – March) Theme: Monsoon Magic Theme: Moments of Celebration Theme: Flavours of India As the rains arrive,. Social life Monsoon becomes a season of cosy conversations, comfort food and music- filled nights. move indoors India’s biggest social season festivals, weddings and year-end reunions. Everything becomes bigger & brighter. Exploring the cultural stories behind the brand’s flavours across the country. Territories to explore: • Rain Room Nights Living room gatherings, board games, music sessions. • The Monsoon Menu Comfort food + drink pairings. • The Rain Playlist Music for slow evenings. board games, music sessions. • The Monsoon Menu Comfort food + drink pairings. • The Rain Playlist Music for slow evenings. • The Window Seat Series Poets, musicians, storytellers reflecting on rain and memory. Territories to explore: • The Host’s Season Celebrating people who host the best gatherings. • Festival Tables Beautifully styled festive tables and drinks. • Celebration Playlists Music for Diwali parties, Christmas dinners, NYE. • The Big Reunion Friends coming together after long gaps. Territories to explore: • Flavour Pairings Unexpected pairings with food, music and settings. • Flavour stories Exploring the ingredients and cultural roots behind flavours like mango, jamun and citrus • Flavour Tables Host-led gatherings built around a specific flavour vibe.

The TVC introduces the world of Magic Moments where everyday experiences feel elevated and full of possibility. Our amplification strategy extends this narrative across platforms, turning the film’s feeling into real social moments.

ISHAARA STORIES Often, the best nights don’t start with a plan they start with a small signal. A message from a friend, a glance across the room, a song playing at the right time. Ishaara Stories is an influencer-led series where creators share the “ishaara” that turned an ordinary day into a memorable night. From a spontaneous message to an unexpected encounter, every story traces how that small sign led to a night worth remembering. Through these personal stories, the series brings the campaign’s idea to life, celebrating the moments when people notice the signs around them and choose to follow them. C R E A T O R C O L L A B Audiences are invited to share their own #IshaaraStories the small signals that led to their most magical nights.

ISHAARA HOUSE RULES! In bars and loud nightlife spaces, conversations often get lost in the music. People naturally rely on gestures, glances and quick signals to communicate. Magic Moments brings the idea to life with Ishaara House Rules a set of playful gesture cards placed on tables at partner bars. Each card introduces a simple signal guests can use without speaking: • Two Fingers Up – another round for the table • Finger Snap – cue the DJ for the next track • Glass Tap – signal for a cheers moment By bringing the campaign’s idea of recognising the “ishaara” the activity naturally fits the rhythm of a bar and adds a touch of Magic Moments to every table. Creators capture these “ishaara moments” on social, while guests share their own signals from the night, turning everyday bar interactions into a playful ritual.. O N G R O UN D

IF YOU KNOW, YOU KNOW Sometimes the smallest signals change everything a look, a message, a moment that feels like the universe nudging you toward something fun. To bring the Tvc idea to life , Kriti Sanon shares her favourite “Ishaara Moment”. SO C IA L F IR ST She talks about a time when a small signal from a friend, the universe or pure chance changed the course of her day and turned it into a memorable night. Her story introduces the campaign thought: recognising the signals around you that lead to magical moments. The idea then moves to the streets. Through a vox- pop series people are asked: • What does an “Ishaara” mean to you? • Have you ever followed a sign that led to a great night? Their spontaneous stories and beliefs around signals, coincidences and “magic moments” build a relatable social conversation under #IshaaraSamajhLe.

Campaign 1- The Watchparty Experience (April) • IPL Watch Party Guides • Matchday Moments Expert • The Cocktail Rituals • The Mix Magician Campaign 2- The Taste of Summer (May) • A Blend of Summer • The Regional Taste of Summer • Magic Moments x Paper Boat • Colours of Summer Campaign 3- Flavours in Rhythm (June) • Flavour Tracks • Flavour Sounds like... • The Magic Senses • The Longest Event Ever Quarter 2, 3 & 4 campaigns • Q2 Theme- Monsoon Magic • Q3 Theme- Moments of Celebration • Q4 Theme- Flavours of India The Story Of Magic TVC Amplification • Ishaara Stories • Ishaara House Rules • If You Know, You Know