Limca has named actor Ananya Panday as its new brand ambassador, while also assigning her a first-of-its-kind role as the brand’s social media lead, placing her at the centre of its digital content strategy.
The move marks a departure from traditional celebrity endorsements, with Panday set to shape how the brand communicates across platforms, leveraging her voice, humour and digital presence to drive engagement.
As the latest ‘Limca girl’, Panday takes forward the brand’s long-standing cultural legacy, while introducing a contemporary, Gen Z-focused lens. The development comes as Limca looks to re-energise its positioning and strengthen its connection with younger audiences.
The association is anchored in the new campaign, ‘Feel the Taazgi’, which aims to move beyond conventional advertising formats towards more participative and content-led storytelling. The campaign will span television and digital platforms, with a strong emphasis on social media.
Ankita Mahna, Senior Director, Marketing – Hydration, Sports and Tea, Coca-Cola India & Southwest Asia said, “Limca has always lived in the everyday: in the moments people reach for something that just refreshes them, simply and instantly. As the brand steps into its next chapter, our ambition is to build a presence that feels just as immediate and intuitive. Ananya brings a rare combination of natural content instinct, and deep social media connect with young India. By placing her as the shaper of how Limca shows up, we are creating a more participative, authentic space for the brand.”
Ananya Panday said, “Social media is a big part of how I connect with my fans and audiences. So, when Limca said they wanted me to run the feed, not just be in a post, I thought that was different. Getting to be a Social Media Manager is one of the most fun projects I've been involved in. I also grew up on that lime 'n' lemoni taazgi, and now I get to make sure everyone feels it on their feed too!”
Yash Kulshresth, Co-Founder & CCO, ^atom network (Limca’s Social Media Agency) said, "Ananya has long been the OG social media queen, and that made her the perfect collaborator for Limca. She’s not just the face of it but also an active creative voice behind it. It’s the first of many exciting pieces of work we have planned for the year as Limca unbottles a new feel and voice."
As part of the rollout, Panday will create and amplify content across her personal channels as well as Limca’s owned platforms, including Instagram. The strategy will focus on trend-led formats, candid moments and interactive storytelling to integrate the brand into everyday digital conversations.
With this shift, Limca is blending its legacy of freshness with a creator-driven approach, positioning itself for greater cultural relevance in an increasingly digital-first consumer landscape.
