IdeateLabs enters digital branded content creation and community building

Launches Alcohowl, the first in a series of new IPs. Alcohowl will be present at two levels, as a digital platform creating custom content for consumers in the form of an e-magazine and branded videos and as an on-ground experiential platform providing curated experiences through special events and activities

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BuzzInContent Bureau
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IdeateLabs has jumped on to the branded content bandwagon and is set to introduce a series of new IPs, each designed to cater to a unique consumer base, the first of which is Alcohowl — a platform for fine drinking experiences. Pallavi Naidu will head Alcohowl as the CEO.

Alcohowl follows the philosophy that fine drinking isn’t just about what’s in the bottle, but the story and soul behind every sip. Alcohowl aims at creating the perfect blend of alcohol-related events, reviews, tastings and trends to give alcohol connoisseurs a different outlook on the art of fine drinking.

Currently operating only in Mumbai, Alcohowl is rapidly expanding its presence, starting with Goa, Delhi and Bangalore. Alcohowl will soon launch India’s first e-magazine dedicated to fine drinking and partnering with brands and OTT players to create custom content.

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Vrutika Dawda

Vrutika Dawda, Director, IdeateLabs calls it a ‘dynamic futuristic direction’. She said, “At IdeateLabs, we take pride in our ability to combine content and consumer experience to deliver strong results, Alcohowl is one such example of that. It is a wholly niche space, but one that is far too overlooked. We’re in the midst of a cultural shift and as ones’ exposure to global culture and hospitality increases, the demand for unique avenues that provide such experiences will increase as well. Alcohowl is the first-of-its-kind in this sunrise sector that is soon to witness a boom. We’re thrilled with the potential it offers and excited to see where we can take this.”

Dawda added, “We are committed towards creating communities led by strong content. As a company, we intend to focus on community-led marketing. Taking that into account we dipped into the fabulous talent pool at IdeateLabs.”

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Pallavi Naidu

Speaking of the platform, Pallavi Naidu, CEO, Alcohowl, said, “Alcohowl is all about the experience of fine drinking. We understand that while there are platforms that focus on food and beverage, none of them exclusively cater to alcohol connoisseurs. With Alcohowl, we not only intend to present them with a unique perspective, but also weave a story around their experience. It is about shifting away from the mundane and diving into a world of niche spirits and drinks. As a brand, Alcohowl will be present at two levels, as a digital platform creating custom content for the consumers in the form of our upcoming e-magazine and branded videos and as an on-ground experiential platform providing curated experiences through special events and activities.”

IdeateLabs Alcohowl