Absolut
Concept
The new Absolut bottle paid homage to the Tiger – long since the face of India, championing its frequently felt sense of mysticism, power, deep solitude and courage. India has played a key role in bringing back the tiger population of the world. Through various measures made by local animal welfare and government authorities, we now have the largest population of tiger. Absolut through its new bottle looked at celebrating just that! Bringing artist Ajay Boga on board Absolut created a limited edition bottle to pay homage to the tiger, celebrating the successful conservation efforts made by India.
strategy
Over the years, we’ve all come to count on Absolut as a champion of creativity with a cause; vis-a-vis the kind of fearless art collaborations and unusual partnerships that lovingly disrupt all norms. To celebrate the launch of their new India edition bottle, a dedicated effort to shed light on India’s incredible conservation efforts, we decided to invite 15 people from various verticals – some pioneers in the fields of conservation and the life of this mighty creature and others curious and willing to venture deeper to Ranthambore, Rajasthan. The idea was to reveal the bottle in the heart of the tiger’s territory.
Execution
Taking our 15 guests to the heart of the jungle in Ranthambore at The Oberoi Vanyavilas, we curated multiple activations for them to garner an in-depth insight of the life of the tiger and also the people who have played such crucial roles in making India home to 70% of the tiger’s population. Additionally, every safari, meal and interaction was planned keeping this as a focal point. To break down some of the activities:
– Day long Safari
– Talks with the artist of the bottle, Ajay boga and Sushil Chikane, a naturalist and wildlife expert
– Talks with NGOs [Run by the wives of poachers, striving to build a better and safer life]
– Documentary Screening
– Folk Performances
– Legacy Dinner and bottle reveal
– DIY Cocktail bar
– Acoustic Performance by Raghav Meattle