Pexpo partners with Sony YAY! to launch GO24, targets Gen Z with anime-led hydration line

Pexpo has launched new hydration bottles, GO24 in collaboration with Sony YAY!. The bottles, the company also introduces advanced three-layer insulation technology designed to keep beverages colder and hotter for longer durations than conventional double-layer bottles available in the market.

The collection features design-led hydration bottles inspired by pop culture icons Shin-chan and Naruto.

The Shin-chan edition taps into the nostalgia and meme appeal, while the Naruto edition takes inspiration from the Naruto anime series.

The name ‘GO24’ reflects the brand’s core philosophy, ‘GO’ representing movement and on-the-go lifestyles, while ‘24’ signifies round-the-clock utility, performance and reliability.

With GO24, Pexpo is looking to reposition hydration bottles as lifestyle accessories designed for mobility. The launch comes amid a broader shift in consumer behaviour, with younger users increasingly opting for durable stainless-steel bottles suited for active lifestyles.

Commenting on the launch, Vedant Padia, Director, PEXPO, said, "With GO24, we are introducing a brand that combines performance, durability and cultural relevance. Collaborations with globally recognised characters like Shin-chan and Naruto allow us to connect with youth audiences in a way that reflects their interests, aspirations and identity."

He further added that “GO24 bottles have been designed for multiple lifestyle use cases, including gym, office, travel, sports and hiking, with variants ranging from designer collections to purpose-led bottles tailored for different routines.”

On the collaboration, Ambesh Tiwari, Business Head – Kids & Animation and Sony AATH, said, “Shin-chan and Naruto continue to enjoy immense popularity among young audiences in India. Collaborating with Pexpo to bring these beloved characters into everyday lifestyle products like hydration bottles allows fans to engage with the stories and characters they love beyond the screen, in ways that fit seamlessly into their daily lives.”

The bottles feature three-layer insulation, ISI-certified stainless steel construction and a scratch-resistant finish. The company is also offering a 24-day lid replacement policy, 24-hour customer support and a two-year warranty.