RSS News Feed pressReleaseRSS
< Previous Release | Next Release >
Share Pdf Print
Jan 31 2012

SapientNitro and ABSOLUT India Encourage People to Eavesdrop on the Unique Sounds of India

 

SapientNitro and Activision Create a Magic Moment in New Online Video Game LaunchNEW DELHI – February 1, 2011 – 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."

 

View the video at: http://vimeo.com/35560840

 

  

Creative Credits

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



About SapientNitro
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



Sapient is a registered service mark of Sapient Corporation

< Previous Release | Next Release >
Share Pdf Print

MEDIA CONTACTS

  • For Sapient and SapientNitro inquiries, please contact:

  • Stacy Simpson

    Chief Communications Officer

    communications@sapient.com

     

     

    For Sapient Global Markets inquries, please contact:

  • Geoff Whitehouse

    +44 (0) 207 456 6550

    gwhitehouse@sapient.com

CONNECT