Brief Explanation

Using a combination of film-making techniques, this piece encapsulates the journey of Absolut India's Limited Edition bottle across the country. The film seeks to portray how an empty Absolut bottle traverses the length and breadth of India, and embodies the various elements of the country along the way. In order to truly capture the cultural, ethnic and architectural diversity that exists within the country, the team focused on developing a creative collaboration between artists across mediums to symbolize this country’s unique flavour. The bottle wanders across 32 locations in India using a match-cut time lapse technique that comprised a total of 52,500 pictures. The film is a tribute to the cultural melange that exists in this country and the bottle design highlights India’s vibrancy and ecstatic chaos.