Lahori Zeera Turns Advertising Setback into Homegrown Beverage Campaign
Lahori Zeera, an Indian beverage brand, turned an advertising setback into an opportunity to launch its latest campaign. The brand had originally planned a nationwide Times of India takeover for August 15th, but due to high demand and rising costs, it shifted the campaign to August 23rd.
The campaign uses the slogan 'Apna Desi Thanda' and 'The Thanda of India' to position Lahori Zeera as an Indian alternative in a market dominated by multinational players. The choice of 'thanda' is deliberate, referencing Coca-Cola's long-running 'Thanda Matlab Coca-Cola' platform.
The campaign carries two messages at once: one about Indian identity and another about the changing competitive landscape of the beverage business. According to figures cited by The Economic Times, newer players including Reliance Consumer Products' Campa and Lahori Zeera nearly doubled their combined market share to around 15% during January-September 2025.
Lahori Zeera's co-founder and CEO Saurabh Munjal explained in a LinkedIn post that the brand saved its campaign for after August 15th, saying 'Everyone had something to say on 15th August. We saved ours for after, because being Indian isn’t a one-day celebration. It’s an everyday feeling.'