New Delhi : There’s a new name behind the Limca feed, and she’s got followers of her own! Limca, India’s most loved lime ‘n’ lemoni drink has appointed Ananya Panday in a dual role as the brand’s new face and as its Social Media Manager, putting the actor in the driver’s seat of how the brand shows up, speaks, and connects online.

The Limca girl has always held a special place in culture, and every generation in the past has had their own icon of freshness. In 2026, the effervescent and bubbly Ananya Panday takes on the role of the new Limca girl. But in a first-of-its-kind move, Limca is handing Ananya the keys to its content world, letting her instincts, her humour, and her ease in front of a camera define what the brand feels like in 2026. Having refreshed India for over five decades with its distinctive Lime ‘n’ Lemoni taste and signature cloudy bubbles, the brand’s legacy of instant upliftment and taazgi now has a bold new voice behind it.

All this new refreshing content will part of the brand’s new campaign, ‘Feel the Taazgi’. Expect a lot of fresh, peppy and bubbly content that brings a burst of taazgi to a hot summer day. Even the line ‘Feel The Taazgi’ captures this sensorial invitation to the brand’s signature upliftment.

Ankita Mahna, Senior Director, Marketing – Hydration, Sports and Tea, Coca-Cola India & Southwest Asia said, “Limca has always lived in the everyday: in the moments people reach for something that just refreshes them, simply and instantly. As the brand steps into its next chapter, our ambition is to build a presence that feels just as immediate and intuitive. Ananya brings a rare combination of natural content instinct, and deep social media connect with young India. By placing her as the shaper of how Limca shows up, we are creating a more participative, authentic space for the brand.”

Ananya Panday said, “Social media is a big part of how I connect with my fans and audiences. So, when Limca said they wanted me to run the feed, not just be in a post, I thought that was different. Getting to be a Social Media Manager is one of the most fun projects I’ve been involved in. I also grew up on that lime ‘n’ lemoni taazgi, and now I get to make sure everyone feels it on their feed too!”

Yash Kulshresth, Co-Founder & CCO, ^atom network (Limca’s Social Media Agency) said, Ananya has long been the OG social media queen, and that made her the perfect collaborator for Limca. She’s not just the face of it but also an active creative voice behind it. It’s the first of many exciting pieces of work we have planned for the year as Limca unbottles a new feel and voice.

From the outset, we wanted to move away from predictable advertising tropes and build a campaign that invites the audience to participate in the brand story. We’re excited to roll out the TVC and the larger campaign ecosystem soon, as we re-energise Limca and bring it back into the cultural mainstream.

As part of the campaign rollout, Ananya Panday will amplify the campaign across her socials and bring the ‘taazgi’ across Limca’s owned social media platforms, including Instagram, through trend-led content, candid moments, and interactive storytelling, bringing the Limca experience into everyday digital conversations.

By building on its legacy while embracing a more contemporary voice, Limca invites consumers to take a sip and rediscover the Lime n Lemoni feeling, familiar, and distinctly Limca.