In a move that blends celebrity influence with creative control, Ananya Panday has been roped in as the new face of Limca—but with a twist. The actress will not only front the brand’s latest campaign but will also play an active role in managing its social media presence, marking a notable shift in how celebrity partnerships are being structured.
This collaboration is part of Limca’s upcoming campaign titled ‘Feel the Taazgi’, which aims to strengthen the brand’s digital footprint and build deeper engagement with younger audiences. Unlike traditional endorsements, Ananya’s involvement will extend to content creation and shaping the brand’s online voice across platforms, including Instagram.
According to Ankita Mahna, Senior Director, Marketing - Hydration, Sports and Tea at Coca-Cola India & Southwest Asia, the brand has always been associated with everyday refreshment moments. She explained that as Limca enters a new phase, the focus is on building a presence that feels spontaneous and relatable in the digital space. She noted that Ananya brings an intuitive understanding of content and a strong connection with younger audiences, adding that placing her at the centre of the brand’s communication strategy will help create a more engaging and participatory ecosystem.
For Ananya Panday, the association stands out for its unconventional approach. The actress shared that social media plays a significant role in how she interacts with her audience, and when the brand suggested that she take charge of its feed rather than simply feature in campaigns, it felt like a refreshing change. She described the opportunity to act as a “Social Media Manager” as one of the most enjoyable projects she has undertaken, while also expressing nostalgia for the drink, recalling how she grew up enjoying its signature ‘taazgi’.
Echoing this sentiment, Yash Kulshresth, Co-Founder and CCO of ^atom network, highlighted that Ananya’s strong digital presence made her a natural fit for the collaboration. He pointed out that her role goes beyond being the face of the campaign, positioning her as a creative contributor in shaping the brand’s evolving identity. He further added that the campaign aims to move away from conventional advertising formats and instead encourage audiences to actively engage with the brand’s narrative.
As part of the rollout, Ananya is expected to regularly share content across both her personal and the brand’s official social media handles, with a wider campaign ecosystem, including a TVC, set to launch soon.
Also Read: Ananya Panday joins Nick India’s ‘Pressure Ko Bolo Bye’ campaign to tackle exam stress
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