Staff Reporters
Feb 14, 2012

Absolut and SapientNitro invite gallery-goers to 'eavesdrop' on vodka bottles

NEW DELHI - In line with its heritage as a brand that uses the arts to enhance its image, Absolut vodka featured its bottles in an interactive art installation created by SapientNitro for the India Art Fair in late January.

wide player in 16:9 format. Used on article page for Campaign.

The installation consisted of 10 bottles mounted on a 17-foot-long wood and glass shelf. Sensors within the bottles triggered speakers within the bottles to play sounds when a person came within range. The "quintessential sounds" were meant to take the listener on an interactive journey that brought alive the different flavors of the country, according to SapientNitro's Sohini Pani, director of marketing services. 

The work embodied the concept of "unseen": the Indian ideal of a spiritual quest that is not visual, but based on an experience within, according to the companies. Relying heavily on the interaction of those who experienced it to complete the story in their heads, the work mirrored Absolut's brand image as "catalytic in enabling creative expression", according to SapientNitro creative director Suchitra Gahlot.

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