Absolut Launches Campaign to pay tribute to diversity

Absolut has launched a new campaign in India called “Born Colourless”, which seeks to inspire people to look beyond the simplicity of assessing others based on the colour of their skin. The message in the 45-second video is that if the world needs to become a happy and colourful place, it must become colourless.

The Limited Edition bottle is a tribute to India – the country of diverse culture, tradition and colours. The bottle features artwork by creative mind Shaheen Baig from Mumbai. The design captures the spirit of ecstatic chaos and brings alive the vibrant, multifaceted nation that is India. 

Sharing her thoughts behind the design, Shaheen Baig says: “I am delighted to be a part of the rich creative heritage of an iconic brand. India is a beautiful colourful cocktail – a mix of interesting ingredients. This is what I endeavoured to showcase through my design with all things Indian; rich heritage, diversity, liveliness, warmth and colour.”

The Absolut Limited Editions have predominantly been designed by renowned artists, but with the India edition, Absolut decided to reach out to the local talent and creative minds in India to design the “Absolut India Limited Edition”and become a part of history. The brand received some extra ordinary designs from various artists and creative minds across the country. 

Commenting on the initiative, Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India, said, “Absolut as a brand has always believed in an open, inclusive world and used creativity to drive change and progress. With our new campaign Born Colourless the brand wants to drive the message that a colourful world is a colourless one where people need to drop their biases and look past superficial differences.  It gives us immense pride to see our own employees and real people from across the world come forward to be a part of the film, to drive these beliefs.”

The campaign, which was conceptualised by Lowe Lintas, shot by three-time Academy Award winner Robert Richardson and directed by Pedro Becker, features 31 Pernod Ricard employees from different nationalities and ethnicities together with people who have actually challenged the biases and societal norms.

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