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February 1, 2012
SapientNitro and ABSOLUT India Encourage People to Eavesdrop on the Unique Sounds of India
NEW DELHI – February 1, 2012 – The ABSOLUT INDIA project by SapientNitro, part of Sapient (NASDAQ: SAPE), makes you sit up and listen. ABSOLUT, a brand credited with some of the most iconic visual imagery in popular culture, now reels you in deeper with its first ever sound-based sensory experience.
An arrangement of India-motif labeled bottles contain quintessential sounds that take participants on an extraordinary Indian Journey. The sounds are triggered by sensors activated when a person walks within range and literally eavesdrops into a bottle.
The “ABSOLUT Blank” installation 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. Each experience is personal. 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.
Having showcased the project at the India Art Fair at NSIC Grounds, New Delhi from Jan 25 to Jan 29, 2012, Sohini Pani, Director, Marketing Services, SapientNitro India, said, “ABSOLUT Blank embodies the essence of ABSOLUT. What you make of it is up to you. Keeping this in mind, we created an idea that brings alive the different flavors 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 visualize the ‘unseen’, and discover ourselves. SapientNitro bridges its world of thought and technology to innovate an experience that’s 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 made for a fitting debut at the India Art Fair 2012."
Agency: SapientNitro, India
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
SapientNitroSM, part of Sapient®, is one of the world’s largest integrated marketing and technology services company. We create and engineer highly relevant experiences that accelerate business growth and fuel brand advocacy for our clients. By combining multi- channel marketing, multi-channel commerce and the technology that binds them, we influence customer behaviour across the spectrum of content, communication and commerce channels, resulting in deeper, more meaningful relationships between customers and brands. SapientNitro services global leaders such as Citi, The Coca-Cola Company, Mars, Singapore Airlines, Target and Vodafone through our operations in North America, Europe and Asia-Pacific. For more information, visit www.sapientnitro.com or follow us on Twitter @sapientnitro