Lahori Zeera Takes On MNCs with 'Apna Desi Thanda' Campaign

Lahori Zeera's latest ad campaign is making waves in the beverage industry by positioning itself as a homegrown alternative to multinational brands. The brand took over The Times of India on August 23 with a campaign that leans into its Indian identity, using lines such as 'Apna Desi Thanda' and 'The Thanda of India'.

The word 'thanda' is particularly significant in this context, as it has long been associated with Coca-Cola's iconic platform 'Thanda Matlab Coca-Cola'. Lahori Zeera's campaign appears to play in the same cultural territory but with a distinctly desi proposition.

According to Saurabh Munjal, co-founder and CEO of Lahori Zeera, the brand had planned to take over The Times of India on August 15 but found itself competing for Independence Day inventory with other advertisers. With inventory getting crowded and rates rising, Lahori Zeera was 'priced out and crowded out', according to Munjal.

Munjal's LinkedIn post adds another layer to the strategy by making the media-buying setback part of its story. He writes, 'Sometimes you get the date you wanted. Sometimes you get the date you can afford.'