NV Group, the parent company behind Smoke Lab Vodka and Mohulo Gin, partnered with the inaugural edition of IIFA Connex, a new platform launched by the International Indian Film Academy (IIFA) to bring together professionals from entertainment, fashion, media, and business. The event took place on May 28, 2026, at Mercii Mumbai, ahead of IIFA 2026.
The first edition of IIFA Connex was themed From Styled to Screen: A Global Celebration of Cinema and Style, highlighting the influence of cinema and style on cultural identity in India and around the world. The gathering brought together leading voices from the creative industries, including filmmaker and producer Karan Johar and stylist and costume designer Anaita Shroff Adajania.
Sharing the vision behind the initiative, Andre Timmins, Co-Founder of IIFA, said, “For many years, I have felt there was a need for a space within our industry that goes beyond red carpets, formalities and commercial agendas. A space where people can genuinely come together to connect, exchange ideas, discover new perspectives and simply enjoy meaningful conversation in a relaxed and inspiring environment. With IIFA Connex, that vision begins to take shape. It is designed as a contemporary meeting ground for the creative community, where entertainment, fashion, media, business, music, culture and innovation naturally intersect.”
As the official partner, NV Group had a visible presence across the venue through media backdrops and on-ground brand integrations, reinforcing its commitment to engaging with India’s creative and entertainment ecosystem.
The partnership is part of a 12-month recurring IP association between NV Group and IIFA, with IIFA Connex serving as a key platform. Through its brands, Smoke Lab Vodka and Mohulo Gin, the company aims to strengthen its connection with creative professionals and cultural influencers across the country.
Speaking about the collaboration, Varun Jain, Founder & CEO, NV Group, said, “At House of NV, we have always believed that the best experiences are created through culture, connection and celebration. Partnering with IIFA Connex felt like a natural fit, bringing together influential voices from entertainment, fashion and business on a global platform. Through House of NV and our brands, Smoke Lab Vodka and Mohulo Gin, we aim to create experiences that reflect modern luxury and contemporary Indian excellence. Smoke Lab Vodka, crafted from the finest basmati rice, represents a bold new generation of Indian spirits, while Mohulo, India’s first art-forward sipping gin, celebrates creativity and individuality through a refined drinking experience. Together, these brands perfectly complement the spirit of IIFA Connex, dynamic, aspirational and forward-looking.”
As IIFA Connex begins its journey as a platform for industry dialogue and networking, NV Group’s long-term association positions the company as an active participant in shaping conversations across India’s entertainment and cultural landscape.
