The Drum Awards Festival - Official Deadline

-d -h -min -sec


By The Drum Team, Editorial

January 31, 2012 | 1 min read

ABSOLUT India has unveiled a sound-based installation project with SapientNitro, allowing visitors to eavesdrop on the sounds of India from ten bottles.

The sounds are triggered when a person walks within range, using open source micro controllers with custom electronics, ultra-sonic range sensors and monaural speakers.

Bikram Basu, vice president of marketing at Pernod Ricard India, said: “ABSOLUT’s is a creative journey. We now venture to the uncharted, using unique Indian everyday sounds and visualize the ‘unseen’, and discover ourselves. SapientNitro bridges its world of thought and technology to innovate an experience truly ABSOLUT. We love this installation.”

Suchitra Gahlot, creative director of SapientNitro India, said:"The ABSOLUT India Project is truly an experiential work. This sound-based installation of curious Indian sounds relies heavily on a person's interaction to complete the story in the person's head.

"ABSOLUT is catalytic in enabling creative expression, even in this case the installation crafts a very personal Indian journey for everyone experiencing it. The work makes a fitting debut at the India Art Fair 2012."


Content created with:


SapientNitro, part of Sapient, is an integrated marketing and technology services firm. We create and engineer highly relevant experiences that accelerate business...

Find out more

More from Absolut

View all