Absolut Design & Branding ABSOLUT INDIA by SapientNitro Gurgaon

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Industry Vodka
Media Design & Branding
Market India
Agency SapientNitro Gurgaon
Creative Director Suchitra Gahlot
Art Director Sunil Vallu
Released January 2012

Credits & Description

Category: Offline Digital Design
Product/Service: ABSOLUT VODKA
Chief Creative Officer: Gaston Legorburu (SapientNitro)
Executive Business Director: Sohini Pani/Ramswaroop Gopalan (SapientNitro)
Creative Director: Suchitra Gahlot (SapientNitro)
Concept/Writing: Suchitra Gahlot/Sunil Vallu (SapientNitro)
Art Director: Sunil Vallu (SapientNitro)
Account Director: Ruchika Khanna (SapientNitro)
Project Manager: Ashish Nagpal (SapientNitro)
Sound Design: Suchitra Gahlot/Sunil Vallu/Antara Aneja (SapientNitro)
Sound Production: Amit Yadav (Beatfactory)
Film Production: Ayesha Sood (Jamun Films)
Interaction Design: Sunil Vallu/Suchitra Gahlot (SapientNitro)
Media placement: Interactive Installation - India Art Fair - 25-29 January 2012

Describe the brief from the client
India is seeing a boom in the art market, increasingly design and art related forums are commanding attention on a global stage. Brand Absolut has historically been associated with the Arts and creativity. For the Indian market, they wanted to leverage the current mood and create a memorable engagement to inspire people in the creative community and those with an interest in art.

Describe the challenges and key objectives
The key objective for Absolut in India was to transcend visual iconography and create a culturally rich and relevant immersive Indian experience. The inherent challenge lay in delivering a complete Indian experience knowing full well that even a lifetime isn't enough to really experience a country as vast and diverse as India.

Describe how you arrived at the final design
The aim was to create and develop an Indian sound scape, an intangible experience that still needed to remain loyal to the iconic shape of the Absolut bottle, almost as a visual signature of the brand.

The piece is designed as an installation to be shown at art and design forums. Its arrangement of 10 bottles is presented across 17 feet of Burmese teak shelves that respond to the need for economy of space by being modular in nature. The blocks of wood in turn, conceal circuitry and are designed keeping a modernist approach in mind - a travelling exhibit that takes you on an Indian journey.

Give some indication of how successful the outcome was in the market
The Absolut India installation was showcased at the India Art Fair 2012 at New Delhi from the 25th to the 29th of January. During this time, the fair, which garners some of the largest footfalls as art fairs of the world go, took in as many as 50,000 visitors. The documented Vimeo link of the experience also registered more than a thousand views during this 5-day period.