MAM
IdeateLabs forays into digital branded content creation and community building
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.
Brands
Uidai partners with Google to help users locate Aadhaar centres
Verified Aadhaar centres to appear on Maps with services and access info
MUMBAI: Finding an Aadhaar centre may soon be as easy as finding your favourite café. In a move aimed at making public services more accessible, the Unique Identification Authority of India has partnered with Google to display authorised Aadhaar centres on Google Maps. The feature, expected to roll out in the coming months, will allow residents to locate verified centres quickly and confidently.
More than 60,000 Aadhaar centres, including state of the art Aadhaar Seva Kendras, will be mapped. When users search on Google Maps, they will be directed to authorised facilities rather than unverified listings, helping curb misinformation and confusion.
The listings will do more than drop a pin. Users will be able to see the nature of services offered at each centre, whether it is adult enrolment, child enrolment, or limited to address and mobile number updates. Details such as operating hours, parking availability and divyang friendly infrastructure will also be shown wherever applicable.
Uidai CEO Bhuvnesh Kumar, said the collaboration is part of the authority’s continued effort to improve ease of living for Aadhaar holders by making authorised centres simpler and faster to navigate.
The partnership will deepen in its next phase, with Uidai using Google Business Profile to manage information and respond directly to public feedback. Looking ahead, the two organisations are also exploring the option of enabling appointment bookings through the Google Maps interface, potentially allowing residents to plan their visits with greater efficiency.
Google India country head, strategic partnerships Roli Agarwal, said integrating verified Aadhaar centres would help millions access trusted services with confidence, bringing essential government infrastructure closer to the people who need it most.
If all goes to plan, a routine Aadhaar update may soon begin not with a queue, but with a search bar.
