In a historic night for India’s burgeoning nightlife and premium spirits industry, Shelter 6, the ultra-smooth vodka co-founded by entertainment powerhouse Badshah and Cartel Bros, has officially set a new world record for the "Largest Simultaneous Shot Moment" across multiple venues.
The monumental feat saw 3,523 people taking a shot of Shelter 6 at the exact same moment across 20 SOCIAL outlets in Mumbai and Pune.
This synchronized activation not only redefined the scale of celebrity brand engagement but also established a new global benchmark for high-octane, multi-city event coordination.
The record-breaking event was conceptualized and executed in collaboration with SOCIAL, India’s iconic urban hangout.
To ensure precision, the countdown was led live by Badshah himself from SOCIAL Dadar.
The moment was streamed in real-time to 19 other SOCIAL hotspots, including popular locations in Andheri, Lower Parel, Vashi, and Pune.
As the clock struck zero, thousands of partygoers raised their glasses in unison, creating an electrifying atmosphere that bridged the distance between two major cities.
This feat surpassed previous attempts at simultaneous shots, emphasizing the brand's ability to command national attention and mobilize the youth culture it represents.
Launched in October 2025, Shelter 6 was born from a partnership between Badshah and Cartel Bros, the innovators behind successful celebrity spirits like The Glenwalk and The GlenJourneys.
Unlike many celebrity-endorsed brands, Badshah has been deeply involved in every facet of the business – from naming and bottle design to the formulation of the spirit itself.
"Shelter 6 is very personal to me. It’s not just a brand with my name on it; it’s something I’ve built from the ground up with a vision to bring people together," said Badshah. "Watching thousands of people across Mumbai and Pune participate in this celebration was a powerful reminder that community is truly at the heart of this brand."
The brand’s rapid rise in the premium vodka segment is attributed to its "clean drinking" philosophy. Key features of the spirit include:
The success of this world record serves as a testament to the ambitious growth strategy of Cartel Bros.
The company aims to capture 25% of India’s vodka market and reach a valuation of INR 700 crore within the next three years.
Mokksh Sani, Co-Founder & Director of Cartel Bros and Founder of Living Liquidz, emphasized that the record is about more than just numbers:
"It reflects the scale, energy, and connection we aim to build. Moments like this show what’s possible when innovation, community, and culture come together.
This is only the beginning of how we plan to shape the future of premium lifestyle and retail in India."
By successfully orchestrating India's largest simultaneous shot moment, Shelter 6 has signaled that it is a dominant force in the luxury alcobev market.
The event demonstrated that the brand is not merely following trends but setting a high-energy, cultural standard for the industry.
With plans for flavored variants in the coming year, Shelter 6 is well-positioned to maintain its momentum as the go-to spirit for a new, discerning generation of Indian consumers.
