Pernod Ricard India introduced the second limited-edition of Absolut India. The brand pays a tribute to India’s national animal- Tiger. The bottle designed by artist Ajay Boga celebrates conscious conservation efforts that have made India home to 70 percent of the world’s tiger population.
The brand reached out to various artists and the creative community to design the ‘Limited Edition’. According to a report in the APN news, Ajay Boga’s intricate tiger motif was selected out of 2300 entries received from across the country.
Check out the commercial here:
The motif is inspired by various Indian patterns and elements. The design aims to bring together India’s rich ethnic diversity, culture, liveliness, and pride that the nation holds.
Commenting on the collaboration, Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India, said, “Over the years, Absolut has used art and creativity to drive positive change. With the tiger motif on the limited edition bottle, we want to celebrate India in a unique manner and re-emphasize the importance of tiger.”
Ajay Boga, a NID alumnus said, “Joining forces with a brand like Absolut which has always championed creativity has been a thrilling experience for me. I feel privileged to be associated with a brand which has in the past collaborated with some of the most iconic artists. The design has been inspired by the strength and courage of a tiger.”
Absolut is providing 180 anti-poaching camps with renewable energy for the guards to live a safer life and carry out their operations in saving the tiger and its ecosystem.