Absolut has long been at the forefront of innovative cultural endeavors rooted in artistic self-expression and purpose. Throughout its history, the brand has engaged in remarkable collaborations with acclaimed artists such as Subodh Gupta, Anish Kapoor, Bharti Kher, and Vikram Seth, resulting in numerous impactful campaigns.
This year, Absolut embarks on a fresh campaign, forging a creative partnership with the versatile artist Osheen Siva. Together, they introduce an inspiring limited-edition bottle that pays homage to the diverse identities shaping the youth of India. The campaign carries a profound message, envisioning a future characterized by inclusivity and acceptance.
Siva’s striking design eloquently melds the traditional and the contemporary, echoing the brand’s fundamental principles. The artwork comprises three distinct elements: the leftmost figure embodies the profound traditional elements embedded in Indian culture, while the rightmost figure symbolizes fluidity, queerness, and a future characterized by non-binary identity. The hands in the center symbolize the harmonious intersection of the past and the present, drawing inspiration from Absolut’s core tenets of inclusivity and solidarity.
Pulkith Modi, head of Marketing – International Brands, Pernod Ricard India, said, “Absolut has always believed in a colourless world without biases and has a legacy of working with pop culture to encourage different forms of creative expression. The introduction of the new limited-edition bottle is a celebration of the diversity and pluralism that defines young India. Together with Osheen Siva’s exceptional design that has culminated into this symbolic edition, we hope to further Absolut’s commitment towards a more optimistic future.”
Artist Osheen Siva said, “I’m elated to have worked with Absolut again for this limited-edition design! The idea for this project is close to my heart and is in line with my existing practice. It is inspired by the multiplicity and plurality that exists in our society and the hope for a better future. I hope the artwork resonates with the youth of today.”
The newly released limited-edition 750ml bottle is now accessible in every major metropolitan area.
