IdeateLabs Forays into Digital Branded Content Creation and Community Building


by Shrutee K/DNS

Mumbai: Over the last two decades IdeateLabs has established itself as one of India’s biggest independently funded end-to-end digital media companies. With offices in Mumbai, Dubai and Singapore, IdeateLab’s has catered to some of India’s biggest brands such as Future Group, HT Media, Hiranandani Group, Tata Teleservices amongst others. In line with the ever-transforming media landscape and varied consumer needs, IdeateLabs is set to introduce a series of new IP’s each designed to cater to a unique consumer base, the first of which is Alcohowl – India’s one and only platform for fine drinking experiences.

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.

Vrutika Dawda, Director, IdeateLabs calls it a “dynamic futuristic direction,” adding “At IdeateLabs we 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.

Vrutika 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, Pallavi Naidu, one of our own will be fronting Alcohowl as the CEO. With her intrinsic knowledge of the space and the consumer base we’re targeting as well as her exceptional instinct for success, Pallavi is sure to take Alcohowl to great heights.”

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”

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

About IdeateLabs: IdeateLabs is a full-service digital marketing company. It is a fired-up group of professionals from the creative, tech and marketing worlds. While its clientele exceeds 75 well-known Indian and International names, its portfolio spans across varied business verticals. Its clientele includes renowned brands like Hiranandani Communities, Brand Factory, Future Group, HDFC Bank, Magma Finance, Hafele, Kalpataru, Tata Tele Business Services, Fullerton India, Franklin Templeton Mutual Funds to name a few. IdeateLabs specialises in taking brand challenges and turning them into opportunities that deliver tangible and valuable results. IdeateLabs has a presence across India and the Middle East. (http://ideatelabs.in)

About AlcohowlFine drinking isn’t just about what’s in the bottle, but the story and soul behind every sip. Welcome to Alcohowl, India’s one and only platform for fine drinking experiences. With Alcohowl, we’ve aimed 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. So, we know you like Martinis stirred and not shaken. Exactly why, our cellar full of tastefully curated articles and audio visual content will ensure there’s something for you to indulge into. Trust our Owl to uncork the perfect night-out for you with a list of the coolest events and hippest places to suit your mood. And whether it’s a Friday night soirée or a Sunday sundowner, stir up some new memories with our range of easy and delicious cocktail recipes. Also, to add a little magic to the mundane, we’ve got a list of tailored events that are sure to keep your spirits up. Quite literally.(https://alcohowl.com)

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