McDowell’s whisky targets younger consumers with a new app

Indian whisky brand McDowell’s has launched a new app inspired by its brand tagline to help slack employees avoid getting caught shirking work by their boss.

The new app was created with the brand’s tagline – “the spirit of friendship” – in mind

The app, called “Boss Patrol”, created by DDB Mudra, can be downloaded for free by reluctant workers and their colleagues who then join a “Boss Patrol” network and look out for an approaching superior.

Co-workers must then download a code phrase using the app to alert people in the office when their boss is approaching. If an employee does not have a microphone attached to their computer, they can instead designate a key on their keyboard to be their “rescue key”.

When the warning phrase is uttered, the app notifies colleagues who part of the “Boss Partol” network and automatically pop presentations and spreadsheets onto computer screens to cover up any recreational activity.

McDowell said the camaraderie of the app was inspired by the brand’s tagline – “the spirit of friendship”, and aimed to make the whiskey relevant to younger consumers.