India — Loca Loka, the tequila brand co-founded by Sree Harsha Vadlamudi, Rana Daggubati, and Anirudh Ravichander, has released its first brand film in India, titled “100 or Nothing”. The one-minute film highlights the brand’s focus on authenticity, craftsmanship, and cultural storytelling as it enters the Indian market.
The film, featuring all three founders, aims to communicate Loca Loka’s philosophy of “100% Agave, 100% craftsmanship, and 100% authenticity.” It showcases the production process, from the purity of the agave to the precision of distillation, while reflecting the brand’s ethos of embracing imperfection and celebrating human expression.
“100 or Nothing is more than a campaign for us. It’s a declaration,” said Rohit Srinivasan, head of marketing at Loca Loka. “As a brand, we don’t believe in half measures. We don’t want to just sell tequila; we want to tell stories that resonate with people who crave authenticity. The film celebrates craftsmanship with attitude merging high precision with raw energy and reflects how communication itself must evolve. Consumers today can spot ‘manufactured cool’ from a mile away. This film is our way of saying we see them, we speak their language, and we’re right there with them – all in.”
Following successful launches in the US and Southeast Asia, Loca Loka is entering India at a time when the tequila market is growing at over 25% annually, with consumers increasingly seeking brands that align with the values of curiosity, courage, and individuality.
“India’s relationship with tequila is changing,” said Rajiv Ghumman, global business head, Loca Loka India. “It’s no longer just a party shot; it’s a statement of taste and identity. The country’s younger consumers are experimenting with international spirits, cocktails, and craft experiences like never before. For us, entering India isn’t just about market share but also about shaping a movement. The growth of tequila globally has been phenomenal, and we believe India is ready for that next wave. One that is led by quality, culture, and connection and Loca Loka is perfectly positioned to lead it.”
The brand film also highlights Loca Loka’s production process, including the use of 100% Blue Weber Agave, a six-year maturation period, and double distillation by third-generation distillers. The film contrasts the meticulous stillness of the production process with the energy of everyday life, reflecting the brand’s “premium with edge” approach through cinematography and visual storytelling.
The campaign is being rolled out across digital platforms and media channels internationally, reinforcing the brand’s message that, for Loca Loka, it is “100 or nothing.”
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