MUMBAI: Smirnoff Lemon Pop Non-Alcoholic is bringing back the pop to pop culture. In its latest high-decibel drop, the brand has rolled out ‘We Do We’, a genre-smashing music campaign that turns the fizz of its cans into full-blown fire beats, tapping into Gen Z’s collaborative DNA.
Helmed by Sez on the Beat (Sajeel Kapoor)—the maestro of India’s indie soundscape—the campaign kicks off with a beat built using Smirnoff Lemon Pop cans. Then, three genre-bending artists add their own spin to the mix, layering identity, rhythm and roots into a unified banger.
Shai, the silky-voiced “Is It Love?” singer, brings her Indo-Brit energy to the mic. Agsy, Gen Z’s rap rebel, drops bars in Hindi, Punjabi and Haryanvi like no one’s watching. Nikhil aka Tabla Guy turns tradition into tremors with his signature East-meets-West tabla-and-techno fusion. The full campaign is now live on Instagram at @smirnofflemonpop.
Conceptualised and executed by Kommune, this campaign isn’t just catchy-it’s cultural commentary in 4/4 time. As identity, rhythm, and rebellion blend into a single sonic boom, one thing’s clear: We Do We isn’t background noise—it’s the Gen Z soundtrack.