In a fresh marketing move aimed at strengthening its digital identity, Limca has appointed actor Ananya Panday in a unique dual role as both brand ambassador and social media lead. The decision marks a rare experiment where a celebrity is also given creative control over a brand’s online presence.
Known for its lime and lemon flavoured identity, Limca has long been associated with freshness and cultural nostalgia. With this new partnership, the brand aims to connect more strongly with Gen Z audiences by reshaping how it appears across digital platforms. The campaign is designed to make the brand’s communication more personal, relatable and interactive.
At the heart of this initiative is the new campaign titled ‘Feel the Taazgi’, which focuses on delivering a refreshing and youthful digital experience. The idea is to bring Limca’s signature “taazgi” into everyday online interactions through short form videos, trends, and conversational content. The brand believes this approach will help it stay relevant in a fast changing social media landscape.
Ankita Mahna, Senior Director, Marketing Hydration, Sports and Tea at Coca-Cola India, said that Limca has always been associated with everyday refreshment moments. She added that the brand’s next phase is about building a more intuitive and participative presence, where content feels natural rather than scripted. According to her, Ananya Panday’s strong digital connect makes her a natural fit for this role.
Speaking about the collaboration, Ananya Panday said that social media has always been her strongest medium of connection with fans. She noted that being asked to not just feature in content but also manage and shape it creatively was a unique opportunity. She added that Limca has been a part of her own growing up years, and she is excited to bring that sense of freshness to a wider audience.
Yash Kulshresth, Co Founder and Chief Creative Officer at Atom Network, said that the collaboration moves away from traditional advertising formats. He described Ananya as a strong digital voice who actively participates in shaping creative direction rather than just representing the brand. He added that the campaign aims to build cultural relevance through audience participation and trend led storytelling.
As part of the rollout, Ananya Panday will actively manage and amplify Limca’s social media presence across platforms including Instagram. The content strategy will focus on candid moments, interactive storytelling and trend based engagement. The brand hopes this will create a more dynamic and youth oriented identity in the digital space.
With this move, Limca is attempting to blend celebrity influence with real time digital creativity, signalling a shift in how Indian beverage brands engage with younger consumers.
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