Loca Loka – the globally acclaimed tequila brand co-founded by Sree Harsha Vadlamudi, Rana Daggubati, and Anirudh Ravichander – has launched its first brand film in India with the powerful message: “100 or Nothing.”
The one-minute cinematic film serves as a bold declaration of the brand’s philosophy: 100% Blue Weber Agave, 100% craftsmanship, and 100% authenticity. Shot with the finesse of a luxury film and the rawness of a documentary, it celebrates tequila not just as a drink, but as a cultural catalyst rooted in passion and precision.
Featuring all three founders, the film highlights the journey of pure agave, slow maturation, and traditional yet precise distillation. It also reflects the evolving mindset of today’s consumers-those who seek meaning, individuality, and authenticity rather than superficial perfection.
Rohit Srinivasan, Head of Marketing, defines the campaign as a statement, not just storytelling, emphasizing that modern audiences can instantly recognize realness. The film aims to resonate with a generation that values creativity, courage, and unfiltered living.
As tequila demand in India grows at over 25% year-on-year, Loca Loka enters the market at a pivotal time-positioning itself as a lifestyle symbol, not just a spirit. Rajiv Ghumman, Global Business Head, believes the brand will help shape India’s next wave of premium alcohol culture.
With the campaign now rolling out across global platforms, Loca Loka delivers a clear message:
If it isn’t 100%, it isn’t Loca Loka. #100OrNothing
