MAM
Ananya Panday appointed as Limca’s new face and Social Media Manager
Bollywood star takes creative control of the iconic lime ‘n’ lemoni brand’s online presence.
MUMBAI: Panday has just been handed the keys to Limca’s social media and she’s ready to drive the refresh. Limca, India’s beloved lime ‘n’ lemoni drink, has appointed actor Ananya Panday in a unique dual role as the brand’s new face and its official Social Media Manager. This first-of-its-kind move puts the bubbly star in charge of shaping how Limca shows up, speaks, and connects with audiences online.
For over five decades, Limca has been synonymous with instant refreshment and “taazgi”. Now, in 2026, the brand is passing the baton to Ananya Panday to bring a fresh, youthful, and authentic voice to its digital storytelling. The collaboration is part of Limca’s new campaign, ‘Feel the Taazgi’, which promises peppy, trend-led content filled with candid moments and interactive fun.
Coca-Cola senior director of marketing for hydration, sports and tea India & Southwest Asia, Ankita Mahna, said, “Ananya brings a rare combination of natural content instinct and deep connection with young India. By placing her as the shaper of how Limca shows up, we are creating a more participative and authentic space for the brand.”
Ananya Panday shared her excitement, “Social media is a big part of how I connect with my fans. When Limca said they wanted me to actually run the feed and not just appear in posts, I thought that was really different and fun. I grew up on that lime ‘n’ lemoni taazgi, and now I get to make sure everyone feels it on their feed too!”
^Atom network (Limca’s social media agency) co-founder & CCO Yash Kulshresth added that Ananya is the perfect collaborator, “She’s not just the face of it but an active creative voice behind it. It’s the first of many exciting pieces we have planned as Limca unbottles a new feel and voice.”
As part of the campaign, Ananya will amplify ‘Feel the Taazgi’ across her personal social channels and Limca’s official platforms, including Instagram, through relatable, trend-driven content.
In a clever twist on traditional celebrity endorsements, Limca has given Ananya the creative reins. Expect the feed to be as refreshing, bubbly, and fun as the drink itself because when your Social Media Manager is also your brand ambassador, the taazgi is guaranteed to go viral.
