McDowell’s No1 Soda hosted a virtual celebration of the festival of colours, inviting people to meet and celebrate Holi with their friends in the Metaverse.
It was done with the intent of exploring the possibilities of the Metaverse and bringing consumers closer to the future-is-here technology.
Consumers weren’t just able to 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 metaverse celebration, on March 19, 2022, also had Punjabi singer Daler Mehndi inaugurate the event, while revellers also got to groove on hit friendship-themed songs throughout the celebration providing a unique song and dance event experience.
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 the same to Mcdowells No 1 consumer 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 colourful 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 Diageo 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 and party is incomplete without soda." said Rajat Ojha, Chief Creator of PartyNite.