Friday Follow: Drink.niro, the duo reshaping how to document everyday lives

Nirvaan Jain and Vedant Jain are living their 'The Office' dream on their page Drink.niro as they navigate live and build their brand together.

Who doesn't love reality shows? They are fun, eventful and unexpected, with a character's story unfolding with every episode. Now, imagine that with two brothers who move out, become co-founders and navigate through life with a reality TV-style commentary. That's what Nirvaan Jain and Vedant Jain are offering with their page 'drink.niro'. It's a new take on documenting our lives that has turned into the new black on Instagram.

Nirvaan and Vedant started 'Drink.niro' with an idea: 'To build a product while organically and creatively sharing our story as brothers through their content.' The page is their product and their content acts as a free channel for them to build and engage with their audience while tackling their biggest challenge: distribution! 

Also read: A fan of yapping and sharing updates? These tips to document your life might help you!

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It's easy for anyone to claim their content is different in this time when everyone is dealing with content overload. But what distinguishes drink.niro from other documenting accounts is its micro-drama format. "We believe micro-drama is essentially storytelling taken to the next level.” It’s also a format they prefer over the usual 'aesthetic videos with a voiceover' formula. "We feel it creates only a limited connection between the audience and the creator." Their content is divided into seasons that portray the different phases of their journey, with content focused on what inspires them at that moment. "We use seasons as markers to signal a shift in the type and format of content we’re creating, which helps us stay fresh, intentional, and creatively aligned with where we are in the journey." Inspired by one of their favourite shows, The Office, they've added commentary to their episodes, adding a layer of humour to produce content they would themselves enjoy.

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Their content goes a step deeper with each season that has a theme that dictates its flow. "We decide the theme for each season based on the kind of content that is inspiring us at that moment." This doesn't include brand or creator collaborations. "We’ve been very intentional about the collaborations we take on. Our priority is to position the brand correctly and build the right associations from day one, whether it's with brands or other creators." Collaborations only become part of their page when it aligns with their content and strengthen their brand.

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Despite their careful curation and efforts to produce content that resonates with them, trends and catchy content is not totally ignored. Apart from the episodes that are time-consuming to produce, they also create a bit of viral and trendy content to ensure consistency. "Separating these allows us to stay consistent with our output while also diversifying our storytelling and keeping the overall content ecosystem more dynamic."

While their consider documenting as digital journaling, their content is a more polished sneak-peek into their lives. "Through short skits inspired by our real experiences, we aim to help the audience build a genuine connection with Nirvaan and Vedant while still keeping the storytelling engaging and entertaining." 

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Drink.niro’s content style and material is focused to not just set them apart from other creators, but to also make sure it resonates with what they want to be recognised as. Just 3 seasons in, they already have a following who are enjoying their wacky, conversational and unique ideas.

What do you think of their content, let us know in the comments below!

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