McDowell’s No1 Soda forays into the Metaverse

The last two years have seen us stay indoors and miss celebrations with our yaars across festivities. This year, however, McDowell’s No1 Soda is ringing in the festivities in the Metaverse! The brand will be hosting the first-ever virtual celebration of the festival of colours, inviting people to meet and celebrate with their yaars virtually.

This foray, is the first of its kind for McDowell’s No1 Soda in the country, exploring the possibilities of the Metaverse and bringing consumers closer to this future-is-here technology. This one-of-its-kind experiential promises to bridge the gap between consumers in the wake of the new normal. Consumers will get to not just experience playing with colours, but also attend concerts by various artists, jump into the pools, have food and be part of experience zones in the virtual mode.

The festival of colors brings yaars together irrespective of their location and will get to choose what they can wear, accessorize, and play with colours through the event. The metaverse celebration, on 19th March, 2022, will also have hit Punjabi singer Daler Mehndi inaugurate the event, while revelers will also get to groove on hit Yaari songs throughout the celebration providing unique and never before song and dance event experience.

With this activation, the brand will also become the first ever alco-bev brand to operate a bar in the metaverse.

Speaking about this, Ruchira Jaitly, EVP Marketing and Portfolio Head, Diageo India, said, “The Metaverse is a whole new experience for our consumers, and we are delighted to offer same to Mcdowells No 1 consumers for sure. We have always embraced our role as the first movers when it comes to adapting and giving unique and celebratory experiences to our consumers. The integration of McDowell’s No1 Soda in Metaverse gives us the unique and much-needed opportunity to get yaars to meet from across boundaries and be together and celebrate a festival that is all about embracing each other and having fun. This is a perfect opportunity to explore the virtual world and for our consumers to experiment with being a part of this new universe.”

Ankita Chauhan, Director Strategy, Tonic Worldwide, Said, “We at Tonic Worldwide believe in enabling  brands to be thought leaders and help them leverage innovative immersive experiences for their consumers. Recently, in our Gipsi insights report which was published as an NFT , showcased that there is a lot of excitement around web 3.0 with over 414k conversations happening around Metaverse amongst people. And we thought what better than bringing a brand like Mcdowell’s No.1 Soda , music and India’s most colorful festival together in association with Partynite’s Daler Mehndi concert in Metaverse."

"Metaverse is not the future, it's the present and it's building up all around us. We appreciate DiageoNehal for sharing the same vision that we have about the new ways of experiential marketing and engagement to reach out to the youths of this country. The fun of Holi & party is incomplete without soda." said Rajat Ojha, Chief Creator of PartyNite.


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