India, 4th December 2025: Loca Loka, the globally celebrated tequila brand co-founded by Sree Harsha Vadlamudi, Rana Daggubati, and Anirudh Ravichander, today unveiled its first brand film in India. Titled “100 or Nothing” it is a cinematic ode to craftsmanship, authenticity, and the art of being real.
As Loca Loka prepares for its India debut the 1-minute brand film sets the tone and captures the spirit of the brand’s founding philosophy – 100% Agave, 100% craftsmanship, and 100% authenticity.
It celebrates tequila as a cultural catalyst that challenges perfectionism and embraces the raw, joyful rebellion of being truly human. Shot with the visual precision of a luxury campaign and the soul of a documentary, the film captures the purity of the agave, the poetry of the pour, and the devotion to craft that defines Loca Loka. Featuring all three founders, it unfolds as a visual metaphor for the brand’s ethos of 100% commitment to quality, to passion, and to purpose.
Because for Loca Loka, it’s 100 or nothing.
“100 or Nothing is more than a campaign for us. It’s a declaration,” says Rohit Srinivasan – Head of Marketing , 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.”
After a successful launch across US and Southeast Asia and bagging several prestigious global awards, the brand is making an entry into India at a very opportune time when the tequila market is growing at over 25% year-on-year, with consumers seeking brands that mirror their values of curiosity, courage, and individuality. With its first phase of launch underway in India, Loca Loka aims to position itself as a cultural catalyst for a generation that believes in living life unfiltered.
“India’s relationship with tequila is changing,” says 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 underscores the heart of that connection with the purity of 100% Blue Weber Agave, slow-matured for six years and distilled twice by third-generation distillers who blend tradition with precision. Every bottle becomes a tribute to patience, mastery, and the courage to stand apart. Visually, the film juxtaposes the stillness of craftsmanship with the chaos of life which is a nod to the brand’s philosophy of “premium with edge” brought alive through sharp cinematography, organic textures, and a pulse that builds with every frame.
