The ABSOLUT INDIA project by SapientNitro India, makes you sit up and listen. A brand credited with some of the most iconic visual imagery in popular culture now reels you in deeper with a sound-based interactive experience. An arrangement of interestingly labelled bottles contain quintessential sounds that take you on an extraordinary Indian journey. The sounds are triggered when a person walks within range and literally 'eavesdrops' onto a bottle.
The work draws inspiration from the ‘unseen’. The Indian ideal of a spiritual quest that is not visual or outward looking, but seeks to create an experience within. In creating this installation, SapientNitro innovated using open source micro controllers with custom electronics, ultra-sonic range sensors and monaural speakers. The bottles, ten in all, are mounted on a 17.3 ft 1.2ft shelving structure of wood, glass and resin.
Showcasing the project at the India Art Fair at NSIC Grounds Okhla, from Jan 25 to Jan 29, 2012, Sohini Pani, Director, Marketing Services, SapientNitro India, said, “ABSOLUT Blank embodies brand ABSOLUT. What you make of it is up to you. Keeping this brief in mind, we created an idea that brings alive the different flavours of our country by taking people through an extraordinary journey of nostalgia and discovery.”
Bikram Basu, Vice President - Marketing, Pernod Ricard India added, “ABSOLUT’s is a creative journey. We now venture to the uncharted, using unique Indian everyday sounds and visualise the ‘unseen’, and discover ourselves. SapientNitro bridges its world of thought and technology to innovate an experience truly ABSOLUT. We love this installation.”
Elucidating the creative thought behind the campaign, Suchitra Gahlot, Creative Director, SapientNitro India said, "The ABSOLUT India Project is truly an experiential work. This sound-based installation of curious Indian sounds relies heavily on a person's interaction to complete the story in the person's head. ABSOLUT is catalytic in enabling creative expression, even in this case the installation crafts a very personal Indian journey for everyone experiencing it. The work makes a fitting debut at the India Art Fair 2012."
Creative head- Suchitra Gahlot
Art Director- Sunil Vallu
Concept/ Copywriter- Suchitra Gahlot & Sunil Vallu
Production- Ashish Nagpal
Interaction design- Suchitra Gahlot & Sunil Vallu
Technology- Sunil Vallu
Sound design- Suchitra Gahlot, Antara Aneja & Sunil Vallu
Business Director- Sohini Pani
Account Manager- Ruchika Khanna