McDowell's No1 Soda launches metaverse platform 'Yaariverse'

McDowell’s No1 Soda has launched the metaverse platform Yaariverse, which will be hosting various concerts and content experiences.

The company said that the platform will also help users discover new sounds and connect with artists in their avatars.

“From being the first-ever beverage brand to have hosted a concert in the Metaverse to now, having a full-fledged universe, users will get to go on an immersive journey on the essence of yaars, by embracing the trend of virtual experiences and sharing the magic of live events to the masses, accessible through web, mobile browsers on Android devices,” said McDowell’s.

Ruchira Jaitly, Vice-President, Marketing and Portfolio head, Diageo India, said, “Yaariverse represents a ground-breaking step for McDowell’s No1 Soda, as we foray into the metaverse and redefine how consumers engage with our brand. We were among the first FMCG brands to have leveraged the unlimited possibilities of the Metaverse when we hosted a Holi bash & concert in 2022. We have come a long way from there and now bring to consumers a whole universe that promises unforgettable experiences and a lot more. McDowell’s No1 Soda has always been an enabler of everlasting friendships and this launch is yet another step towards fostering meaningful yaari in the virtual world.”

Hungama Digital Media empowered the creation of the metaverse platform for Diageo (McDowell’s No1 Soda).

Neeraj Roy, MD and Founder, Hungama Digital Media, said, " We are excited to partner with Diageo and McDowell’s No1 Soda in shaping the future of immersive experiences. The Yaariverse seamlessly integrates the real and virtual worlds. We believe it will bring a unique and unforgettable dimensional experience to how consumers engage and connect with their friends.”

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