Individuality today isn't a solo act—it's a shared, collective performance. This very idea forms the core of “We Do We”, Smirnoff Lemon Pop Non-Alcoholic’s bold platform that champions unity, creativity, and the power of coming together to create something bigger, louder, and more meaningful.
With a campaign that literally transforms teamwork into sound, the brand amplifies this spirit in its most recent chapter.
Building upon a year-long celebration of inclusiveness and vibrant self-expression, this new project presents a musical experience that captures the essence of Gen Z—unapologetically genuine, joyfully collaborative, and fearlessly original.
At the heart of this musical exploration lies a beat ingeniously crafted using Smirnoff Lemon Pop cans, created and produced by Sajeel Kapoor, popularly known as Sez on the Beat—one of India’s most exciting and innovative young producers.
From this energetic baseline, three genre-defying artists bring their own creative interpretations, layering the rhythm with sounds that reflect their unique identities, cultures, and musical styles. The end result is an audio masterpiece—an expressive, multi-dimensional tapestry that perfectly encapsulates what We Do We stands for: distinct voices harmonizing to create something truly unforgettable.
Shai – Best known for her track “Is It Love?”, Shai blends Hindi and English to create a unique Indo-Western sound that reflects her dual roots in the UK and India.
Agsy – A bold and unapologetic rapper, Agsy merges Hindi, Punjabi, and Haryanvi to give Gen Z a raw and fearless voice, challenging norms with every verse.
Nikhil, also known as Tabla Guy, is the creative force behind the widely popular "Tabla Reimagined" series. By combining global electronic beats with traditional Indian percussion, Nikhil turns traditional rhythms into upbeat club atmospheres.
A dynamic five-part reel series brings the campaign to life, with each segment showcasing a distinct artist's rendition of the original rhythm.
The journey culminates in a strong, cohesive anthem that captures the core of the campaign's message: individuality thrives when it is shared. The entire series is available to viewers on the official Instagram account, @smirnofflemonpop.
We Do We encapsulates the pulse of Gen Z in India as cultural lines continue to erode and music develops into a universal language of connection and identity. This campaign aims to make a bold, collective statement rather than merely making noise. Kommune has remained true to the spirit of fearless collaboration and creative expression throughout the entire concept and execution.
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