Loca Loka, the global tequila brand co-founded by entrepreneur and investor Harsha Vadlamudi, actor Rana Daggubati, and Indian composer Anirudh Ravichander, rolled out its first campaign for India.

After successful launches in the US and Southeast Asia, and several global awards, the brand entered India in November 2025 with its Blanco and Reposado, right as the tequila market grows over 25% year-on-year and consumers seek brands that reflect their curiosity, courage, and individuality.

The in-house-conceptualised ad film '100 or Nothing' serves as a cinematic ode to craftsmanship, authenticity, and the art of being real.

The film lays out Loca Loka’s worldview: the world doesn’t need polish, it needs what’s really real. It frames the brand as a modern blend of Mexican heritage and Indian creativity, speaking to a generation that values truth and story over status. Through shots of Jalisco’s agave fields, the amber of slow-aged Reposado, and the rhythm of the pour, 100 or Nothing showcases the craft behind every bottle. Glimpses of the founders add a sensorial layer that fuses entrepreneurial intent with cinematic and musical texture. Its focus on 100% Blue Weber Agave, slow-matured and twice-distilled, underscores patience, mastery, and the courage to stand apart. Visually, the film sets the stillness of craft against the chaos of life, mirroring the brand’s premium-with-edge ethos. As it rolls out globally, the message stays clear: with Loca Loka, it’s 100 or nothing.

What we think about it: The film nails the mood and visual language of premium tequila, delivering a gorgeous, sensorial experience that makes the craft feel genuinely aspirational. It captures a clear worldview and gives the founders meaningful presence, but leans so hard into its manifesto tone that it risks blurring into the broader craft-spirit playbook. Still, its polish, energy, and cultural ambition make it one of the more confident category entries in recent memory.

Rohit Srinivasan -  head of marketing, Loca Loka, said, “100 or Nothing is more than a campaign for us. It’s a declaration. 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.”

Rajiv Ghumman, global business head, Loca Loka India, added, “India’s relationship with tequila is changing. 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 campaign was released on 3 December on Instagram and Facebook.