In a pathbreaking development, lifestyle beverage brand Salud has announced the release of its Web3 Roadmap in association with Token Runway – India’s first-ever invite-only NFT project platform. This move makes Salud the country’s very first and amongst the very few brands across the world to do so while sending out a clear message of its belief in the mammoth potential of de-centralised web. Furthermore, the technology partner, Token Runway’s co-founder Priyank Mahajan, will be seen amplifying this project with Salud at the fourth edition of the annual NFT.NYC – the largest NFT convention with 15000 attendees at Times Square, where he is one of the few select Indian speakers discussing ‘The Impact of NFTs Around the World.’
Since its inception, Salud has always sought to go beyond just being a brand to be a lifestyle. While its products already include ready-to-drink beverages and bitters, Salud has also ventured into the music and merchandise space under the titles of Salud Sessions and Salud Live, respectively. Now, the brand aims to leverage the crypto influx that has taken the world by storm by releasing a Web3 Roadmap. It has partnered with Token Runway to facilitate the release of the roadmap spanning three phases that encompass an NFT collection and various other Web3 and Metaverse experiences for its consumers. Meanwhile, Priyank Mahajan of Token Runway is all set to illustrate the collaboration at the NFT.NYC event attended by industry leaders, experts, influencers and content creators who will share their views, insights and trends in the Web3 space in the coming years.
The first phase of the roadmap will see Salud drop a collection of 9 unique Salud Cusp NFTs. For this, the brand has collaborated with Canada-based Soul Curry Art, aka Ishita Bannerjee, the highest-selling woman NFT-creator of South Asian descent. Additionally, some of the NFTs amongst the set have also been created in-house by Salud’s Creative Director Srinivas Naidu and Founder Ajay Shetty. Furthermore, for phase 2, Token Runway will enable the initiation of Salud Sessions simulcast into the Metaverse and the launch of limited edition Salud Custom merchandise x NFT collection, while phase 3 includes initiating 5% proceeds of merchandise going to specific NFT owners as an airdrop and the launch of NFTs-based Cusps wearables in the Metaverse.
Talking about expanding to the crypto world and its association with Token Runway, Ajay Shetty, Founder & Director – Salud Beverages said, “NFT, the new age technology has been dominating the world and being part of the emergence has potential opportunities for brands like ours. We have always aimed to stay ahead of the curve and have our audience on Metaverse and Web 3.0 to be the brand’s ambassadors. A premium rewards and benefits program is the heart and soul of ensuring value beyond the impeccably designed digital artwork for Salud NFT collectors. It’s an exciting time for us as we explore the Metaverse and the wearable tech space for possible integrations for the brand and Salud NFT holders in the near future.”
Ishita Bannerjee (Soul Curry Art) added, “Art is power. It can influence perception, opinion and values. It is a statement on where we are in this moment of history, a reflection of our times.
Taking art to the masses with technology and the power of creative thought is the heart of my collaboration with Salud. Loaded with creative expression, our similarities outweigh the differences, harmoniously tied in eternal strings of colour and freedom. At the Cusp of this intersection, is the amalgamation of art, spirit and technology in these unique NFT artworks that have a little Soul and a little Salud.Having closely observed projects coming out of India in the recent past, Salud and Token Runway’s offering happens to be at par with some of the finest in the world, I am really looking forward to this journey.”
Priyank Mahajan – Co-Founder – Token Runway mentioned, “We are thrilled to share our expertise and be part of this specially curated project for Salud – a first of many in the Indian Web3 offerings. Our collaboration with the brand is a testament to how brands and businesses are successfully utilising new-age tools like De-centralised web and NFTs to empower, connect and create engaging experiences for their consumers. Truth is – we have only seen the tip of the giant iceberg that the digital universe is, and we are excited for what the future has in store for brands and platforms alike.”
Over the last year, Token Runway has built a strong track record by seamlessly facilitating artists, creators and brands to leverage the Web3 space. Its association with Salud is further testament to the dramatic rise and acceptance of crypto and its subsequent growth in the country.