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.