Today’s world thrives on collaboration—and no one embodies this more than Gen Z. Individuality is no longer a solo act; it’s part of a collective performance. That spirit lies at the heart of “We Do We”, Smirnoff Lemon Pop Non-Alcoholic’s bold platform that celebrates coming together to create something bigger, louder, and more meaningful.
In its latest chapter, the brand turns up the volume with a campaign that transforms this collaborative spirit into sound. Rooted in its year-long celebration of vibrant self-expression and inclusivity, the campaign introduces a sonic experience that captures what Gen Z sounds like today: fearlessly original, joyfully collaborative, and unapologetically real.
At the centre of this musical experiment is a beat built using Smirnoff Lemon Pop cans—crafted and produced by Sez on the Beat (Sajeel Kapoor), one of India’s most exciting young producers. From this dynamic baseline, three genre-defying artists reinterpret the rhythm in their own unique styles, adding layers that reflect their identity, culture, and sound. The result: a one-of-a-kind audio tapestry that represents what We Do We truly stands for—distinct voices coming together to create something unforgettable.
Meet the artists driving the beat forward:
Shai — This “Is It Love” singer fuses Hindi and English in an Indo-Western sound rooted in both her UK and Indian upbringing.
Agsy — A fierce and fearless rapper known for blending Hindi, Punjabi, and Haryanvi to give Gen Z a bold, unfiltered voice.
Nikhil aka Tabla Guy — Creator of the viral “Tabla Reimagined” series, Nikhil fuses Indian percussion with global electronic beats, turning culture into club energy.
As cultural lines blur and music becomes a universal language for identity and community, We Do We continues to reflect the pulse of India’s Gen Z. The campaign doesn’t just make a sound—it makes a statement. The campaign has been conceptualised and executed by Kommune.
