Hyderabad, October 14, 2026: In a category where conventional advertising is off the table, Loca Loka has decided the launch itself should be the media and the medium. The premium award-winning global brand, co-founded by Rana Daggubati, Anirudh Ravichander and Sree Harsha Vadlamudi, has rolled out Loca Season 1 in Hyderabad. It’s a six-week, community-led brand world positioned as “co-founded by Hyderabad”, with OBSESSION as its creative core.
Season 1 has no single tentpole night but leans into world-building and not event marketing. It’s structured as a run of chapters, each hosted by a “Citizen”, the community lead who already owns that world. Every Citizen and creative partner gets the same brief: lead with the obsession and the subculture behind the event, not the RSVP list.
The by invitation only chapters span Hyderabad’s hand-painted street signage and bottle art (Frame & Art), a Pilates-and-brunch ritual (Agave Recovery), a pickleball league, tattoo culture (Ink), Loca Sole (sneaker obsession) watch collecting (Loca Time ) and specialty coffee (Loca Brew).
Each chapter runs the same social rhythm where it builds intrigue for three days out, a concept build, the Citizen introduction, live coverage on the day and a “regret bait” highlight reel the morning after. Three-reel formats carry the story where one profiles the Citizen and their community, one captures the chapter, and one advances #TheGreatLocaHunt, an episodic storyline in which a bottle disappears at every chapter and each reel drops one new clue.
All of this will build up to the finale that converts viewers into visitors in mid-November where all the threads converge at Road 45: The Homecoming with a finale spread across multiple venues on one of Hyderabad’s best-known streets. The season moves on purpose from something audiences watch on a feed to something they can walk into.
“No filmmaker gives away the climax in the trailer, yet most launches do exactly that: one night, everything revealed, then silence. We wrote Season 1 the way you’d write a series, with characters you come back for, a world that gets richer every week and a reason to stay till the end. Loca Loka is the constant. The obsession is the plot.” — Rana Daggubati, Co-Founder, Loca Loka
“Subcultures are where taste gets decided, long before it shows up in sales data. A pickleball group or a tattoo studio’s regulars will set the norm for a few thousand people around them faster than any traditional marketing plan. But sponsoring a subculture only gets you a logo on the wall. We’re building intersections: the watch collector and the coffee nerd at the same bar, the Pilates crowd discovering an agave brunch. When two tribes meet over a drink you get a new ritual, and whoever builds that room owns the trend.” — Sree Harsha Vadlamudi, Co-Founder & CEO, Loca Loka
Hyderabad follows Delhi, Mumbai and Bengaluru on the brand’s India map. Loca Loka debuted in the United States and Southeast Asia, including Singapore, the Philippines and Indonesia, in 2024, entered India in November 2025 and reached Bengaluru in March 2026 followed by UK early in 2026. Its Blanco and Reposado have won medals in San Francisco, New York, Miami and Denver. The UAE market is next, and aged expressions and limited editions are in development.
About Loca Loka
Loca Loka is a premium 100% Blue Weber agave tequila co-founded by actor Rana Daggubati, composer Anirudh Ravichander and entrepreneur Sree Harsha Vadlamudi. Conceived in India and produced in Jalisco, Mexico, under third-generation distiller Willy Bañuelos Ramírez, the brand takes its name from the Spanish “loca” (crazy) and the Sanskrit “loka” (world). Loca Loka debuted in the United States and Southeast Asia in 2024 and entered India in November 2025. Its Blanco won Gold and its Reposado Silver at the San Francisco World Spirits Competition 2025, with further medals at the New York International Spirits Competition, the Miami World Spirits Competition and the WSWA Wine & Spirits Tasting Competition in Denver.
