Radico Khaitan Limited, the largest Indian spirits company, has appointed glam diva Jacqueline Fernandez and current heartthrob Kartik Aaryan as the brand ambassadors for their premium brand Magic Moments. The actors will endorse Magic Moment’s entire portfolio consisting of Magic Moments, Magic Moments Remix, Magic Moments VERVE and Electra range as the brand looks to reinforce its position as the category leader.One of the most successful actresses in recent times, Jacqueline has a fresh and enthusiastic appeal, synonymous to the free spiritedness of the brand.Kartik, a rising star, embodies today’s aspiring millennial, who wants to live each moment to the fullest, intrinsic to the zeal of Magic Moments.Managing Director of Radico Khaitan Mr. Abhishek Khaitan, MD, Radico Khaitan said, “We are extremely delighted to have Jacqueline Fernandez and Kartik Aaryan representing Magic Moments. With this association we aim to further strengthen our position in the Indian market and take our brand to the next level. Magic Moments is targeted for the youth and those who are young at heart.Jacqueline and Kartik are the perfect embodiment of what we stand for – distinctive flavor with a confident and sparkling personality.”
Speaking on her new role and affinity for the brand, actor Jacqueline Fernandez said," It is exciting to be associated with Magic Moments, a brand that believes in providing unforgettable experiences. It embodies youthfulness, excitement, zeal, free spiritedness and inspires its consumers to live each and every moment.”Youth icon and Bollywood actor Kartik Aaryan said, “As a brand, Magic Moments promises everything that a fantastic life should be like - fun, enjoyment, zest and, above all, zing. Being a part of this brand makes me feel like I am part of everyone's magical moments which are being woven together by the Magic Moments Brand.Mr. Amar Sinha, COO, Radico Khaitan added, “The premium and super premium market is growing in this category in India. Our new communication aims to be a strong youth oriented, represented by trendsetters Jacqueline and Kartik. As part of the brand association, Jacqueline and Kartik will feature in a new Campaign, ahead of the festive season”.Launched in 2006, Magic Moments is a millionaire brand under Radico Khaitan and currently is the largest selling brand in its category in India and 11th largest selling brand in the world. Magic Moments Remix - an extension of Magic Moments brand which was introduced in the flavoured category in 2008 is available in 8 exciting flavours – Orange, Green Apple, Lemon, Chocolate, Raspberry, Lemon & Ginger and Cucumber & Kafirlime, Grapefruit & Watermelon.The brand has been extended in the premium segment with Magic Moments VERVE and in ready to drink segment with Magic Moments Electra.
About Radico Khaitan :
Radico Khaitan Limited (“Radico Khaitan” or the Company) is among the oldest and one of the largest manufacturers of Indian Made Foreign Liquor (“IMFL”) in India. Earlier known as Rampur Distillery, Radico Khaitan commenced its operations in 1943 and over the years emerged as a major bulk spirits supplier and bottler to other spirit manufacturers. Driven by the vision of the promoters, in 1998 the Company started its own brands with the introduction of 8PM Whisky. Radico Khaitan is one of the few companies in India to have developed its entire brand portfolio organically. This is a true testament to the Company’s R&D strength and understanding of customer preferences. The Company’s brand portfolio includes After Dark Whisky, Contessa Rum, Magic Moments Vodka, Morpheus Brandy, Old Admiral Brandy and 8PM Whisky. Currently, the Company has four millionaire brands which are 8PM Whisky, Contessa Rum, Old Admiral Brandy and Magic Moments Vodka. Each of these brands sell more than a million cases per year.Over the years Radico Khaitan has been focusing on the premiumisation of its portfolio. The Company has launched six new brands in the past five years, all of which are in the premium category. Radico Khaitan is also one of the largest providers of branded IMFL to the Canteen Stores Department (CSD), which has significant business barriers to entry. The Company has three distilleries in Rampur, Uttar Pradesh and one in Aurangabad, Maharashtra which is a 36% joint venture. The Company has a total owned capacity of 157 million litres and operates 32 contract bottling units spread across the country.