NEW DELHI: This year, when the world’s movement and celebrations are restricted, Radico has taken up the task to not allow the pandemic to 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 honor soldiers for their selfless deed in protecting the country. Tales of Valour is a series of authoritative factual documentaries that depict the 10 most valiant stories of bravery.

Radico Khaitan COO Amar Sinha 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 the 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 the focus of our endeavours.”

With this association, Radico Khaitan is also taking forward the tradition of celebrating art, culture, 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 four years, our objective of creating an inclusive and wholesome ecosystem comes true with such activities.

Watch the music video here: