Exclusive | Enhancing appeal with the limited edition creation: Pernod Ricard's Mohindra

If spirits are your liking, you ought to relate with ABSOLUT, which has grown to become one of the world’s most iconic vodka brands. In a new initiative, ABSOLUT offers a lifetime opportunity to India’s talented artists and creative minds to design for the first ever ‘ABSOLUT India Limited Edition’ and be part of the rich creative heritage of ABSOLUT. Launched primarily in Americas and Europe, and now in India, it will celebrate its very own ‘Limited Edition for ABSOLUT’ and join the league of rare limited editions. This initiative will put India on the global vodka map with the other leading markets.

The ABSOLUT Limited Editions have predominantly been designed by renowned artists, but with the India edition, ABSOLUT has decided to reach out to various artists and creative minds and to design the ‘ABSOLUT India Limited Edition’ and become a part of history. The brief is to create an India-themed, India-inspired design and adapt what their representation and love about India into a fresh, creative design. The campaign is in partnership with Talenthouse India, the creative crowd-sourcing platform. The selected design will be incorporated on the ‘ABSOLUT India Limited Edition’ bottles giving credit to the designer.

Adgully caught up with Kartik Mohindra, AVP - International Brands, Pernod Ricard India to know more about the initiative.

Speaking about the Indian edition, he said, “The Indian version of the ABSOLUT Limited Edition is different from the model used in the rest of the world. Globally, renowned artists have designed the ABSOLUT Limited Editions, but with the India edition, ABSOLUT has decided to crowd source the design and reach out to various artists and creative minds to design the ‘ABSOLUT India Limited Edition’.”

This concept was launched primarily in America and Europe, and now India will celebrate its very own Limited Edition for ABSOLUT. Sharing the basic rationale behind an idea like this to be launched in India, he said, “India has a very strong heritage of art and creativity. From Ancient to modern times, Indian art and creativity have been appreciated and received accolades the world over. It made sense for a brand like ABSOLUT which is strongly associated with art and creativity to bring the Limited Edition concept to India and tap into the creative fraternity to design the bottle.”

The design entries will be judged by prominent creative personalities such as Piyush Pandey, Executive Chairman and Creative Director, South Asia - Ogilvy & Mather; Sujata Keshavan Chairman, Brand Union; Bharat Sikka, Filmmaker and Photographer and Arjun Bhasin, Celebrity Stylist.

The limited editions have been received with great excitement in all markets they were launched and get picked up by consumers and collectors immediately. Going by the response and buzz for the design sourcing phase they expect a great response for the Absolut India Limited edition when it is launched..

Internationally, as a part of ABSOLUT’s core value of promoting artists, ABSOLUT Limited Editions have predominantly been designed by renowned artists. The initiative has been very successful across other countries.

“However, in India we have decided to change the model and involve as many creative minds as possible by reaching out to various artists and creative people to design the ‘ABSOLUT India Limited Edition’. We have received an overwhelming - response and more than 2,000 entries is a true testimony of it,” Mohindra added.

ABSOLUT is going all out by involving their ardent consumers to vote for their favourite design that they would like to see as the ABSOLUT India Limited Edition bottle. It is a matter of immense pride when a country gets its own Absolut Limited edition and becomes part of the rich history of the brand. The voting commenced on Tuesday, 19th August, 2014 and will end on Tuesday, 26th August, 2014.

On asking about the elements that were kept in mind while short-listing the entries, he said, “For Absolut India Limited Edition bottle, the brief is to create an India-themed; India-inspired design and adapt their representation and what they love about India into a fresh, creative design. The criteria of selecting the best entry primarily entails selecting the design that would truly represent ‘India’, works with the brand and has an aesthetic appeal as well. Add technical feasibility on bottle and popularity.”

The enthusiasm among Indians for the exclusive Indian edition bottle is very evident with Talenthouse India recording an overwhelming 10,000 plus votes within the first 24 hours.

Brand Value:
In India, the ABSOLUT Limited Edition will strengthen the brand’s association with art as well as enhance its appeal by involving a larger set of people. The brand’s collaborations with leading artists such as Anish Kapoor, Subodh Gupta, Vikram Seth and Bharti Kher are testimony to ABSOLUT’s commitment to art and creativity.

This initiative is an endeavour to take the talent from India talent to a global platform. This further highlights brand’s commitment to India market and promoting young creative talent, thereby getting brand closer to consumer’s heart.

Marketing Buzz:
The initial activity was primarily driven by digital/social and supported by radio and print. Another good element was the strong word of mouth this initiative has received so far. The launch of the limited edition will be a full integrated marketing plan with digital, social, print, OOH and radio.

For this campaign, ABSOLUT has partnered with Talenthouse India, a leading creative crowdsourcing platform to invite entries and facilitate voting by consumers. They have also invested in radio to drive awareness and participation in key markets.

Digital and social media played a critical role in reaching out to their fans and building participation. Facebook, Twitter and Pinterest were used not only through brand owned destinations but also through Talenthouse’s digital and social assets.

Jury’s Reactions:
It is very difficult to judge creativity especially when the person has submitted a piece of work that they are not there to explain or defend. In the case of the ABSOLUT Limited Edition, I look forward to seeing very fresh and innovative work reflecting new ways of seeing and thinking about India which, at the same time, resonates with the values that exemplify the brand.

Product or packaging design is a reflection of brand’s personality and philosophy. It plays an important role in showcasing the origin of brand and communication with its consumers.

The deep cultural heritage of India requires that the design for Indian brands or brands made for Indians should appeal to specific consumer sensibilities. For international brands, the design must have a global appeal for diverse audiences.

ABSOLUT is truly a global brand with presence in several markets, with US being the biggest market. Absolut is the biggest brand in its segment in India and growing very strongly and with something like this the brand is surely set to reach newer heights. [By Aanchal Kohli | Twitter: @aanchalkohli]

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