In a unique setting of events, ABSOLUT, the world’s most iconic vodka today launched its globally acclaimed ABSOLUT COLORS in India.True to its legacy of launching pioneering and creatively different renditions of its traditional packaging, the limited edition ABSOLUT COLORS has been dressed in the colors of the famous pride flagmade in 1977as a message of solidarity, love and respect for diversity.
For a brand which resonates creative collaboration and promotes art and creativity, artists from India’s LGBT community came together to creatively represent the expressions associated with each of the six colours of the pride flag. In line with this, the event showcased a multimedia exhibit with a premiere of a film, a book reading, display of selected artworks by artists addressing queer issues, and a stand-up comedy.
Excited about the launch of the iconic Absolut Colors, 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 color on the new ABSOLUT COLORS bottle stands for an expression which was also brought alive at the launch event by the six artists – Parmesh Shahani, Jeff Roy, Aunsha Yadav, SanayaArdeshir, Sharmistha Ray and Anuvab Pal. While the color RED denotes ‘Life and Sexuality’, ORANGE is symbolic of ‘Healing and Friendship’; the color YELLOW on the bottle stands for ‘Vitality and Energy’ and GREEN depicts ‘Serenity and Nature’. The expressions of ‘Harmony and Artistry’ have been symbolized through the color BLUE and PURPLE stands for ‘Spirit and Gratitude’.
Set amidst a display of artworks by international visual artist, Sharmistha Ray, the event began with a premiere of Dancing Queens: It’s All About Family, a documentary on India’s transgender (hijra) community by Jeff Roy. This was followed by a book reading session by the famous Parmesh Shahani, author of Gay Bombay: Globalization, Love and (Be)Longing in Contemporary India. His book defines how internet technologies, audiences and broader socio-historical contexts shape gay identity in contemporary urban India.
A light-hearted and lively performance by renowned standup comedian Anuvab Pal completed the memorable launch of ABSOLUT COLORS in India.
Absolut Colors is priced the same as Absolut Flavors in Indiaand has now hit shelves in Delhi, Mumbai, Haryana, Goa and Karnataka.