India, Oct 30: Absolut Mixers brings its Born Colourless philosophy to life through a contemporary visual narrative capturing the seamless co-existence of diverse identities, ideas and perspectives that make India a rich and authentic melting pot- a living embodiment of the spirit of being colourless.
Conceptualized with Ogilvy India and helmed by director Bharat Sikka, the core campaign film uses a raw, contemporary visual language to document India's contrasting landscapes and human connections. It is anchored by an original score from composer Sneha Khanwalkar, whose blend of traditional instrumentation and experimental soundscapes gives the film a deeply rooted, modern rhythm.
The film celebrates India today, a country defined by its many identities, cultures, languages, and perspectives existing in harmony as well as the intersection of heritage and modernity, where centuries-old traditions seamlessly coexist with emerging creative movements and global cultural influences. From street culture and contemporary design to independent music and evolving fashion sensibilities, expression in India is instinctive, dynamic, and deeply personal.
Reflecting on the film, Debasree Dasgupta, Chief Marketing Officer, Pernod Ricard India, said,
"This film brings the ethos of Born Colourless to life. Over the past two years, our work with local creative communities and our city mural transformations have proven that when you strip away labels, authentic expression thrives. This is our invitation to look at contemporary India not through the lens of rigid divisions, but as a dynamic space where individual and collective identities continuously shape each other."
Sharing his thoughts on the film, Bharat Sikka said
“Born Colourless is such a beautiful thought. I’ve always loved celebrating diversity, and this film captures its essence so effortlessly.”
In India, Born Colourless is not a static statement; it is a living narrative, and the film builds on two initiatives that have shaped it so far. The Absolut Creative Commune is a collaborative creative platform that gives emerging artists space to showcase their creative expressions around the core brand thought, and champion diverse narratives. Now in its 4th edition, this is an IP that has showcased work across more than 20 artists across the country, leveraging varying art forms, from digital art, illustration, installation and physical artefacts.
The second more recent initiative is a nationwide mural movement that carried the idea of Born Colourless into public spaces, transforming city walls into vibrant canvases reflecting the lived experiences, regional identities, and collective spirit of contemporary India. Rolled out in phases, Phase 1 is currently live and features site-specific works by Seema Surana in Jaipur, Priyanka Paul in Pune, Sayan Mukherjee in Kolkata, and artist collective Trespassers in Mangalore. Phase two will kick off soon, expanded the narrative across Dehradun, Chandigarh, and Visakhapatnam with artists Tanya Kotnala, Aashti Miller, and Neethi, exploring themes ranging from cultural heritage and architectural planning to local culinary practices. Each mural draws from local folklore, architecture, food, and subcultures acting as physical proof points where differences are embraced as part of a shared collective identity, and together, these initiatives now converge in the film's national narrative.
With these broader creative initiatives, as well the campaign film, Absolut Mixers deepens its commitment in championing space for art, community, and conversation beyond labels, while striving for a world that celebrates the varied hues of our identities.