Loca Loka launches first India brand film ‘100 or Nothing’

Loca Loka, the tequila brand co-founded by Sree Harsha Vadlamudi, Rana Daggubati and Anirudh Ravichander, has launched its first brand film in India as it prepares for market entry. The one-minute film, titled ‘100 or Nothing’, focuses on the brand’s founding principles of 100% agave, 100% craftsmanship and 100% authenticity.

The film positions tequila as a cultural catalyst and highlights the brand’s emphasis on raw expression rather than idealised perfection. Shot in the style of a luxury campaign with documentary influences, it captures the purity of the agave, the act of pouring and the craft-led processes behind Loca Loka. Featuring the three founders, the narrative presents a visual metaphor for complete commitment to quality, passion and purpose.

Rohit Srinivasan, head of marketing, said ‘100 or Nothing’ is intended as a declaration of the brand’s values. Srinivasan noted that Loca Loka aims to tell stories that resonate with audiences who seek authenticity and that the campaign blends precision with raw energy to reflect how communication is evolving. He added that the film signals the brand’s commitment to engaging directly with consumers who value transparency and originality.

Following launches in the US and Southeast Asia and recognition at global award platforms, Loca Loka is entering India at a time when the tequila category is expanding at over 25% year-on-year. The brand plans to position itself as a cultural driver for consumers who prioritise individuality and curiosity.

Rajiv Ghumman, global business head, Loca Loka India, said tequila in India is increasingly viewed as a marker of taste and identity. Ghumman observed that younger consumers are exploring international spirits and craft-led experiences, making this an opportune moment to introduce a quality-focused brand. He added that Loca Loka aims to contribute to the next wave of category growth, driven by culture and connection.

The brand film highlights the use of 100% Blue Weber Agave, matured for six years and distilled twice by third-generation distillers. Its visual treatment contrasts meticulous craftsmanship with everyday movement, aligning with the brand’s ‘premium with edge’ positioning. The film will roll out across digital platforms and global media channels as part of Loca Loka’s India launch.