Vodka lovers in India will be thrilled to know that French liquor firm Pernod Ricard has decided to launch a limited edition bottle of its vodka brand ‘Absolut’ in the country. The practice of launching Absolut limited edition bottles in different countries around the world has long been carried out by the company in predominantly mature vodka markets in Europe and the Americas. For a country to be designated with its own limited edition Absolut is a great honor and a matter of national pride. In a statement released by the company Pernod Ricard stated that they believed this initiative to be a step in the right direction for India’s burgeoning vodka market, they said, “This initiative will put India in the global vodka map with the other leading markets.”
Normally the art displayed on the Absolut limited edition bottles are generally the work of renowned local artists however, in the case of India, instead of collaborating with world-class artists such as Subodh Gupta, Anish Kapoor, Vikram Seth etc, whom the company is already strongly associated with, they decided to present this opportunity to various other talented artists and creative minds within the country.
The campaign, which is in partnership with Talenthouse India, one of the world’s largest online platforms for creative collaborations, requires participants to create a unique and appealing design that captures the soul of India. “The brief is to create an India-themed, India-inspired design and adapt what they love about India and what they think represents India into a fresh, creative design.” the company said. The last date for submitting the design is the 6th of August, 2014 following which the winners will be announced on the 20th of August, 2014. Not only will the winning design be incorporated on the ‘Absolut India’ limited edition bottles but the designer will also be given credit for his or her work along with a handsome cash reward.
Talenthouse India CEO, Arun Mehra expressing excitement over the upcoming contest said, “The market is once again warming up with exciting campaigns and we have developed expertise in product packaging. We admire Absolut’s creative bottles representing cities across the globe and are very proud to associate with the brand on its India initiative. At Talenthouse India, we always encourage creativity and talent through various innovative ways. Today’s youth are bustling with creativity and we are sure that through Absolut’s initiative many aspiring Indian artists will get an opportunity to showcase their sparkling talent.”