New Delhi: Almost a year after Lahori Zeera’s first nationwide campaign, the Indian beverage brand has dropped its second edition of “Har Koi Peera, Lahori Zeera”.
The ad, conceptualised by the advertising agency Enormous Brands, takes on last year’s approach of using exaggerated visuals to capture attention.
The surreal, dialogue-free video opens with people passionately drilling holes in ceilings and car roofs, and cutting up hats and umbrellas. It’s soon revealed that these holes are meant to accommodate the Lahori Zeera bottle—as two men in a car tip up the bottles to take a swig, the holes in the roof are the perfect size for the drink. The implication is that even if one has to make space for it, Lahori Zeera is perfect for every occasion and person.
The ad is curious in its oddness. The visuals keep the viewer hooked, eager to see what other peculiarity is in store.
Internet users were quick to dub the ad as having a “Red Bull mindset”. The ethos is about pushing limits, embracing change, and achieving peak performance through a blend of bold action and out-of-the-box thinking.
Much like Red Bull, Lahori Zeera’s new ad is not selling a drink but a lifestyle. If you want something, you make space for it, is the idea. It echoes the brand’s entrepreneurial and resilient spirit.
Unlike Red Bull, however, Lahori Zeera always had an inherently “local” identity. It feels more Indian—a drink that can be shared with one’s grandfather. But the latest ad spotlights it as more of a “cool” drink, placing the Indian beverage in the same high market value as its competitors.
The product takes the back seat in the ad, only appearing toward the end. The video is driven instead by attitude, culture, and confidence.
It is a blend of modern advertising that bypasses logic and connects on a deeper, more instinctive emotional level. It provides little explicit product information and lets the old-fashioned aesthetic of typical Indian ads do the heavy lifting.
Ashish Khazanchi, managing partner at Enormous, told Campaign India that the ad was about familiarity and intent, not reinvention. “When an idea is truly powerful, it doesn’t need reinvention, it needs consistency,” he said in the context of the earlier ad’s success.
“The idea behind the second ad was to extend the idea which had already found a lot of takers. To extend it in such a way that it doesn’t look tired and refreshes the existing brand assets that we had already built, including the slogan, the visual brand assets,” Khazanchi told ThePrint.
According to Khazanchi, one of the major reasons the agency chose a dialogue-free approach was that a huge chunk of viewers were watching ads on social media, often on mute. “So we decided to go in on something that would not rely so much on dialogues,” he said.
The ad has received substantial praise online. “Finally. A good ad after years,” commented one user. Another was impressed by the direction. “Crazy that the brand recall happened at the music drop,” read the comment.
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The Lahori Zeera brand
Archian Foods, the company behind Lahori Zeera, built its brand in Punjab before expanding into other northern states in 2022. “The focus is not just on selling products, but on creating an aspirational brand,” said Saurabh Munjal, CEO of Archian Foods.
Following its first nationwide campaign last year, the Indian beverage has been competing against big brands such as Coca-Cola and Pepsi.
“Our products stand for ethnic desi flavours, which none of these brands caters to,” Munjal said in an interview with afaqs!.
Citing NielsenIQ data, The Economic Times reported that Reliance’s Campa Cola, along with Lahori Zeera, had doubled their combined market share to nearly 15 per cent year-on-year in January-September 2025.
This niche north Indian beverage brand relied mostly on word-of-mouth publicity for the first few years, but started spending on advertising after reaching Rs 300 crore in revenue, co-founder and COO Nikhil Doda told StoryBoard18.
Since its expansion, Lahori Zeera has also launched new flavours such as Strawberry Masala, Lemonade Masala, Pea Flower, and even Masala Cola.
The company has often received flak for its name, but Doda said that the name was chosen for its deep food and cultural associations, not political undertones.
“’Lahore’ was selected because of its rich legacy in food and the nostalgic connection it evokes in North India, particularly in Delhi and Punjab. Another reason was the use of black salt, commonly known as ‘Lahore Namak’, which is a key ingredient of our drink,” he said.
Brand: Lahori Zeera
Agency: Enormous Brands
(Edited by Prasanna Bachchhav)