‘Celebrating a colorful world‘ is not an easy advertisement pitch for any liquor company, given the existing laws. But pushing past barriers and taking a bold step towards creating a diverse and more accepting world, Absolut vodka launched it’s globally claimed Absolut Colors in India earlier this month.
In 2008 we saw the collaboration of Gilbert Baker, the creator of the rainbow flag and Absolut to create the limited edition colors bottle. The collaboration was an extension of Absolut’s already established close relationship with the LGBT community. Creativity is at the core for Absolut, and diversity go hand in hand with that. Therefore, this collaboration lead to a manifestation of the message of solidarity, love and respect for diversity through the rainbow flag.
For over three decades, Absolut Vodka has been in close collaboration with the creative world and today, the collection comprises more than 900 works from artists such as Louise Bourgeois Angus Fairhust, Jan Saudek and Anish Kapoor.
THE LAUNCH IN INDIA
For a brand whose core is creative collaboration to promote art and creativity, artists from India’s LGBT community came together to represent the expressions associated with each of the six colors of the pride flag in unique ways representative of who they are. In line with this, the launch event showcased a multimedia exhibit with a premier of a film, a book reading, display of artwork by artists addressing queer issues, and a stand-up comedy.
When talking about this new launch, Sumeet Lamba, Executive Director, Pernod Ricard India, said, “Absolut has always supported elevation of creativity and self-expression and encouraged people to be who they are. Through collaboration with various artists, Absolut celebrates creativity and diversity which go hand in hand. The launch of Absolut Colors today is a testament to this belief and we are extremely proud of it.”
Each strip of the colour stands for an expression which was also brought alive at the launch by the six artists – Parmesh Shahani, Jeff Roy, Aunsha Yadav, Sanaya Ardeshir, Sharmistha Ray and Anuvab Pal. Red denotes “life and sexuality”, orange is symbolic of “healing and friendship, yellow stands for “vitality and energy” and green depicts “serenity and nature”, blue is symbolic of “harmony and artistry” and purple stands for “spirit and gratitude”.