NV Group, the parent company of Smoke Lab Vodka and Mohulo Gin, has been named the official partner for the inaugural edition of IIFA Connex, a new platform launched by the International Indian Film Academy (IIFA) bringing together professionals from across the entertainment, fashion, media, and business sectors. The event was held on 28th May 2026 at Mercii Mumbai, ahead of IIFA 2026.
Conceived as a counterpoint to the traditional red-carpet spectacle, the inaugural edition was themed From Styled to Screen: A Global Celebration of Cinema and Style, focusing on the relationship between cinema and style as a driver of cultural identity in India and internationally. Among those in attendance were 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 official partner, NV Group’s presence was integrated across the venue, from media backdrops to on-ground activations, reflecting the brand’s broader intent to build meaningful associations within India’s creative and entertainment industries.
As part of a 12-month recurring IP partnership with IIFA, anchored by IIFA Connex, NV Group is planting its flag firmly in India’s entertainment landscape for the long haul. With Smoke Lab Vodka’s foothold in the premium lifestyle space and Mohulo Gin’s positioning at the intersection of craft and culture, NV Group brings a distinct energy to the IIFA ecosystem; one that resonates deeply with the creative professionals and cultural tastemakers the platform is built for.
“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.” – Varun Jain, Founder & CEO, NV Group.
As IIFA Connex establishes itself as a flagship platform for industry exchange, NV Group’s long-term partnership positions the brand as a consistent presence within one of India’s most significant entertainment networking forums, ahead of IIFA 2026 and beyond.
