An AI-powered interactive media experience, the ABSOLUTALLY walkway installation in Mumbai, aims to encourage allyship and inclusion for India’s queer community through multimedia and collaboration with popular Indian social media influencers.
For the initiative, Absolut Glassware, an India-based subsidiary of Pernod Ricard India’s International Brands, has partnered with Inventech, a subsidiary of Laqshya Media Group.
The installation comprises AI integration, cameras, and custom software to conjure up individualized dancing silhouettes as users walk alongside the screen. It has data revealing that almost three in four members of Gen Z experience rejection by their family when expressing a non-heterosexual identity.
The installation aims to celebrate diversity, inclusion, and unity, said a press release.
The release quoted Florian Sallaberry, group head for International Brands at Pernod Ricard India, as saying, “We are thrilled to partner with Laqshya Media Group on this Absolut Glassware Launch Activation, which showcases our shared commitment to promoting inclusion and diversity. By leveraging the latest technology and new-age tech, we are confident that this campaign will deliver an immersive and engaging experience for the audience. We hope this initiative will encourage more people to join us in our journey towards a more inclusive society.”
