Absolut India – Limited Edition
Absolut is no stranger to anyone, they decided to become a larger part of the Indian conciousness with their Absolut Limited Edition India Vodka.
For years, Absolut has collaborated with many artists including Andy Warhol, Anish Kapoor, Francesco Clemente, and designed exquisite special edition bottles.
In late 1980’s, Absolut launched its ‘city’ advertising campaign, where they designed city specific bottles, starting with New Orleans and moving on to LA, Boston and many others.
In 2014, Absolut decided to launch a new flavour packaged in a brand new design just for India. We created a crowdsourcing campaign where people from all over the country submitted a total of 2600 designs which depicted their own representation of India.
The final design chosen was by Shaheen Baig, and it beautifuly captures the spirit of India.
We devised a campaign where the Absolute India Limited Edition bottle would be ‘launched by fans, not by the brand’. To bring this alive we partnered with Talenthouse to host a design contest to crowdsource the design of the bottle, supported by a social media campaign around the bottle launch thereby inviting users to a social battle royale to make the bottle launch happen in their city. The results were staggering, to understand what all went into making this come alive please view the AV below.