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Tag: Smirnoff

  • Smirnoff stirs up a flavour fiesta with Minty Jamun, Mirchi Mango and Zesty Lime

    Smirnoff stirs up a flavour fiesta with Minty Jamun, Mirchi Mango and Zesty Lime

    MUMBAI: Smirnoff Is raising the bar (and a few eyebrows) with the launch of three punchy new flavours — Minty Jamun, Mirchi Mango, and Zesty Lime — tailor-made for the bold, experimental tastes of India’s new-age drinkers.

    Now hitting shelves across Karnataka, Uttar Pradesh, Haryana, and Maharashtra, this flavour-forward line-up is part of Smirnoff’s India-first playbook, as it courts the Gen Z and millennial crowd that prefers party nights on rooftops over banquets, and DIY cocktails over bar menus.

    “We’re seeing a clear shift in how young Indians approach their favourite spirits — they want global brands to build a stronger local connect that is fresh and premium and yet playful. With Minty Jamun, Mirchi Mango,and Zesty Lime we’re not just offering new flavours, we’re creating moments of discovery that are vibrant, social, and rooted in today’s cultural codes,” said Diageo India (USL) CMO Ruchira Jaitly.

    Each variant packs its own punch:

    . Minty Jamun: A throwback to schoolyard summers, now with a stylish twist

    . Mirchi Mango: A sweet-spicy bombshell, echoing India’s chilli-laced fruit obsession

    . Zesty Lime: Bright, breezy and built for easy pours at pre-games and house parties

    The launch is wrapped in Smirnoff’s new campaign “Flavour is a Vibe” — a cheeky nudge to embrace taste with spontaneity, style, and a generous splash of self-expression.

    With India’s cocktail culture bubbling over and at-home mixology becoming the new norm, Smirnoff’s latest desi detour is likely to find itself clinking glasses at celebrations of every size. Because in 2025, it’s not just about what you’re drinking, it’s how you vibe with it.

  • Smirnoff unveils season two of ‘The Lab’

    Smirnoff unveils season two of ‘The Lab’

    Mumbai: Smirnoff, in partnership with MixMag, announced the launch of season two of ‘The Lab’, Mixmag’s celebrated global DJ streaming series. This season promises a series of electrifying events across multiple cities in India, including Mumbai, Bangalore, Gurgaon, Goa, Hyderabad, Kolkata, and Indore. The Lab will showcase a lineup of both Indian and international talent with a strong focus on inclusivity and diversity.

    This collaboration is part of the Smirnoff Project’s “We Do We” campaign, which champions collective unity and celebrates diversity. By fostering a sense of togetherness and celebrating individuality through music, The Lab embodies the core values of the “We Do We” campaign. Smirnoff aims to inspire and unite people from all walks of life, transcending cultural and geographical boundaries to create a more inclusive music scene.

    ” At Smirnoff, we’re all about vibing with diversity and inclusivity through our ‘We Do We’ campaign! Teaming up with The Lab is a major move, mixing music and creativity to bring everyone together. With MixMag in the mix, we’re pumped to turn the spirit of ‘We Do We’ into a reality, creating a space where everyone can connect and celebrate through the ultimate universal language: music!” said Diageo India VP – premium portfolio head Aparna Deshmukh.

  • Razorfish brings on board Anushree Ghosh

    Razorfish brings on board Anushree Ghosh

    MUMBAI: Razorfish today announced the appointment of Anushree Ghosh as director, strategic planning who comes with a rich experience of 15 years. She will be operating from the Mumbai office but is mandated to lead strategy across key businesses for Razorfish India. She will be reporting in to Charulata Ravikumar, Chief Executive Officer Razorfish India.  

    Commenting on the appointment Charulata Ravi Kumar, CEO Razorfish India, “We are constantly seeking highly curious people who have the energy and a razorsharp mind to persistently look for lateral solutions for the clients we partner. Her ability to quickly cut through the million possibilities to get to that one clear insight will be a big asset for us.”

    On her appointment Anushree Ghosh – Director, Strategic Planning, Razorfish India, “I have admired Razorfish for long and have been closely following all their work in India and globally. The opportunity to drive Business Transformation for some of the most prestigious brands in India is a fantastic one, and I am really excited to be part of the same.”

    Charulata adds, “A planner who brings the synchronization of brand and digital strategy is unique and Anushree’s experience in both will help our clients to see the brand, not in pieces, but rather as a seamlessly integrated whole.”

    Anushree has worked with eminent agency networks like Law and Kenneth, JWT and SapientNitro. Over the years Anushree has driven strategy for brands such as e-Bay, Nestle, Horlicks, Smirnoff, Lipton, Marks & Spencer, Lux, Magnum Ice Cream, Lifestyle.

     

  • Smirnoff gets Bold with Black

    Smirnoff gets Bold with Black

    MUMBAI: SMIRNOFF, the world’s leading vodka, is set to redefine the vodka category in India with the launch of Smirnoff Black. The all new vodka brings forth the proposition of ‘Tonight’s Bold, Tonight’s Black’, reflecting the product as well as the attitude of the consumers today. Smirnoff Black is the perfect choice for bold occasions and displays its attitude through a premium ‘BLACK’ packaging and bold character of liquid. This is Smirnoff’s most significant launch in the recent years.

     

    With its full-bodied, smooth and distinct taste, it’s a vodka for those bold occasions where you want to do something that is a cut above the ordinary and breaks away from the mundane. Smirnoff Black has been carefully crafted using the award winning Smirnoff No.21 recipe and finished with a slow-flow filtration for a bold cut. This renders a unique smoky & malty note to the liquid that is best enjoyed on-the-rocks. With an international, bold and edgy look, Smirnoff Black is the boldest alternative in the playful world of Smirnoff.

     

    At the launch of Smirnoff Black, Bhavesh Somaya, Marketing & Innovation Director, Diageo India, said, “As a brand, Smirnoff stands for revolutionizing the Vodka category and introducing new experiences to its consumers. Staying true to this philosophy, we are proud to launch Smirnoff Black. This is a bold and unconventional addition to our portfolio, which reaches out to consumers who want to break free from the ordinary on those bold nights. India is one of the first markets to launch this product and we are confident that the consumers will love the experience that Smirnoff Black offers.”

     

    Speaking on the launch, Chris Armes, Innovation Technical Director Asia Pacific, Diageo, said, “Smirnoff Black presents an opportunity to the consumers to experience something that is truly unusual. We have created this unique product for consumers to enjoy a bold, full bodied and sophisticated vodka with surprisingly smoky & malty notes. Since Smirnoff Black is carefully crafted using the award winning recipe of Smirnoff No. 21, the consumers of our classic vodka will love this new addition to our portfolio. The uniqueness of this liquid is best savored in its signature serve, which is straight on-the-rocks, which makes stand apart from any other vodka in the country.”

     

    Smirnoff Black is available in Maharashtra and will be available in Karnataka from September 22, 2014, across all major outlets. With an ABV of 42.8% v/v, it is priced at Rs. 1300 in Maharashtra and Rs. 1240 in Karnataka, for 750ml.

     

    Diageo encourages you to drink responsibly!

  • Viacom18’s Supersonic makes debut in Candolim beach

    Viacom18’s Supersonic makes debut in Candolim beach

    MUMBAI: Viacom18 has already established a foothold in the broadcast medium with its successful channels such as Colors, CNN-IBN etc. Going a step ahead, it has decided to imprint itself in the Electro Dance Music (EDM) segment of the country. Roping in DJ and VJ Nikhil Chinapa, the media company’s first EDM festival Supersonic has unleashed itself on the crowds thronging the tourist destination Goa.

    The five-day event, VH1 Supersonic, is being held at Candolim beach that has been till now known for India’s leading EDM festival Sunburn. Leading names such as Alvaro, Nikhil Chinapa, Benny Benassi, Above and Beyond, BT etc will be performing for the crowds that can also be live streamed on its YouTube site. Helming the whole project is former MTV VJ Nikhil Chinapa.

    Leading the sponsor list is Budweiser as the official sponsor along with Smirnoff, Van Heusen, Eveready, Inox, Vivanta, Gelato, Café Coffee Day etc. Ticket prices start at just Rs 1000 and go up to Rs 9500 for one person. The first day saw more than 5000 people attending the fest, according to the organisers.

    Supersonic and Sunburn were embroiled in a court issue regarding Candolim beach. “Candolim meets all the requirements to hold a festival of this scale, superb location on a white sand beach, great mix of luxury, boutique and budget hotels in a very safe environment. To top it all we were approached by the local partners who were keen to partner with us for the festival,” says INS sr VP and business head Jaideep Singh.

    As per sources it takes about Rs 3-5 crore to throw an EDM festival.