Fiction has always had a way of bleeding into reality. From fashion trends sparked by on-screen wardrobes to foods and drinks fans wish they could taste outside the story, the worlds we watch often feel too vivid to stay confined to the screen.
Something similar has now been brought to life from the series Do You Wanna Partner, starring Diana Penty and Tamannaah Bhatia. In the show, two women set out to make their mark in the beer business and their creation, a lemon-ginger non-alcoholic beer called Jugaaro, became part of their journey. What began as a fictional prop has now been brewed into reality, ready to be sipped off-screen.
This reel-to-real crossover places Jugaaro among a growing list of products that have stepped out of stories and into the hands of consumers. While international audiences have often seen such experiments, India is just beginning to explore this territory making Jugaaro one of the first few examples of storytelling spilling over into everyday life.
With the rising popularity of non-alcoholic beverages in India, the timing couldn’t be better. More than just a drink, Jugaaro is an invitation for viewers to carry a slice of the story home, extending the world of Do You Wanna Partner into real life.
If fiction continues to shape what we consume, this may just be the start of many such reel-to-real experiences waiting to be uncorked.
