Radico continues its momentum to keep the Spirits High

This year, when the world’s movement and celebrations are restricted, we at Radico have taken up the task to not to allow the pandemic affect the spirit of our people. Continuing its momentum to keep the consumers’ spirit high, Radico Khaitan has come up with another power packed initiative for India's 74th Independence Day. The company has launched a gratitude song- “Shukriya” under the banner of The Spirit of Victory in the honour of the courageous Indian Army on the eve of August 15. Through the song, Radico Khaitan pays tribute to the Army for their immense sacrifice throughout and protecting the motherland without fearing for their own lives. The song is written and sung by our friend and versatile musical artist Padamjeet Sehrawat.

The brand had earlier associated with programmes like Tales of Valour and Avadh Festival to pay tribute to martyrs and also honour soldiers for their selfless deed in protecting the country. Tales of Valour is a series of authoritative factual documentaries which depicts the 10 most valiant stories of bravery.

Speaking on the launch of the song, Mr. Amar Sinha, COO of Radico Khaitan, said, “The Army plays a vital role in protecting the borders of the country and ensuring all the citizens are safe at all times. Even during tough times as the pandemic, the Army is fighting tirelessly to protect our country.  Launching this song is a small effort in the direction of saluting their bravery and devotion towards the country”.

He further added, “Radico Khaitan has always been at the forefront to cater to this segment of the society. Be it creating a product dedicated to the fighters of 1965 War that exclusively caters to the armed forces or contributing to the upliftment of the martyrs’ families, it is our commitment to keep the protectors of our country in focus of our endeavours.” 

With this association, Radico Khaitan is also taking forward the tradition of the celebrating art, cultural and literature in the country. The company’s focus on mindful marketing strategy leaps into the future with its associations with a social cause attached to it.

As the company has been outperforming the industry for the last 4 years, our objective of creating an inclusive and wholesome ecosystem comes true with such activities.

“The company has seen a manifold growth since its inception and now has embarked on the journey to become one of the market leaders and this, can never be made possible without keeping each and every segment of the society at the centre of all our initiatives commercially and socially. There is more to come and get mesmerised by Radico’s plans and progress” Mr Sinha emphasised.