Four artists, one iconic beat—capturing the fearless, collaborative spirit of a new generation
National, July 21, 2025: Smirnoff Lemon Pop Non-Alcoholic has turned up the volume on its “We Do We” platform, launching a genre-bending music campaign that celebrates the power of individuality thriving within collaboration. Designed to resonate with Gen Z’s unapologetic creativity and inclusivity, the campaign transforms the brand’s playful, vibrant ethos into sound.
At the heart of this musical experiment is a beat built using Smirnoff Lemon Pop cans, produced by India’s cutting-edge music producer Sez on the Beat (Sajeel Kapoor). Three distinct artists then reinterpreted this rhythm through their own cultural and sonic identities, layering diverse sounds to create a unified anthem—proving that when unique voices come together, something unforgettable emerges.
Meet the Artists Behind the Beat:
Shai – The “Is It Love?” singer blends Hindi and English in an Indo-Western sound shaped by her UK and Indian upbringing.
Agsy – A bold Gen Z rapper mixing Hindi, Punjabi, and Haryanvi to deliver an unfiltered, fearless voice.
Nikhil aka Tabla Guy – Creator of the viral Tabla Reimagined series, merging Indian percussion with global electronic beats for an explosive cultural-club fusion.
The campaign unfolds as a five-part Instagram reel series (@smirnofflemonpop), showcasing each artist’s unique take on the beat before culminating in a collaborative anthem that embodies the “We Do We” philosophy: individuality thrives when shared.”
We Do We is not just a campaign—it’s a cultural conversation,” said Ruchira Jaitly, CMO, Diageo India. “Through music—one of Gen Z’s most authentic forms of self-expression—we’re amplifying Smirnoff Lemon Pop’s inclusive and playful spirit. It’s proof that when diverse voices unite, the energy is truly electric.”
Conceptualized and executed by Kommune, the campaign continues Smirnoff Lemon Pop’s year-long journey of celebrating vibrant self-expression and community. As music becomes a universal language for identity, connection, and creativity, “We Do We” makes more than just a sound—it makes a statement.
Link:
https://www.instagram.com/reel/DLCFJXgtNp-/?igsh=eXd0cTAwNGo0bHVt