2012 Results

CAT 24 - Media Innovation - Alternative Media (MI)


the community (UNITED STATES)

ABSOLUT INDIA, "Interactive Installation"24-02724-MI

Agency (city): SapientNitro, Guragon

Creative Director(s): Suchitar Gahlot

Copywriter(s): Sunil Vallu

Production Company (& City): BeatFactory, Guragon

Agency Producer(s): Ashish Nagpal

Film Production: Jamun Films

Sound Design: Antara Aneja

Sound Production: Amit Yadav

Executive Director: Sohini Pani

Worldwide Chief Creative Officer: Gaston Legorburu

Account Director: Ruchika Khanna

Short explanation

Absolut’s is a creative journey that begins at ‘Absolut Blank’. What you make of the Absolut experience is up to you. From a communication point of view, the job for the agency was to create an immersive concept that leverages technology, design and consumer behavior.


The Absolut India project is unique in using sounds as opposed to images to deliver an experience. The installation is an arrangement of ‘bottled up’ Indian sounds contained in ten polyresin cast Absolut bottles. Each bottle is labeled corresponding to the sounds it contains and uses custom electronics to deliver the experience. When a person eavesdrops on a bottle, he triggers sensors that ‘play’ the pre-recorded sound clip.