Limca taps Ananya Panday as brand ambassador and social media lead

Limca has appointed Ananya Panday in a dual role as brand ambassador and social media lead, marking a shift in how the beverage brand plans to engage with younger audiences online.

In what the company calls a first-of-its-kind move, the actor will not only feature in campaigns but also shape the brand’s presence across digital platforms, influencing its tone, content, and engagement strategy.

Known for its lime ‘n’ lemoni flavour and signature cloudy bubbles, Limca has historically positioned itself around freshness and instant refreshment. With the new campaign, ‘Feel the Taazgi’, the brand aims to build a more participative and culturally relevant identity, particularly among Gen Z consumers.

Ankita Mahna, Senior Director, Marketing – Hydration, Sports and Tea at The Coca-Cola Company, said the move reflects the brand’s intent to create a more intuitive and relatable presence. She added that Panday brings a strong social media instinct and connection with young audiences, making her a natural fit to help shape the brand’s evolving voice.

Commenting on the collaboration, Ananya Panday said the opportunity to go beyond being the face of the brand and actively manage its social media presence made the project stand out. She noted that social media plays a key role in how she connects with her audience and that the role allows her to bring that same energy to the brand’s platforms.

The campaign will feature a mix of trend-led content, candid moments, and interactive storytelling across platforms such as Instagram, with Panday amplifying the messaging through her personal social media channels as well.

Creative duties for the campaign are being handled by ^atom network, with the agency aiming to move away from conventional advertising formats and build a more participatory brand narrative.

With this move, Limca looks to blend its legacy of “taazgi” with a contemporary, creator-led approach, as it seeks to re-establish cultural relevance in an increasingly digital-first consumer landscape.