Display Technology

ABSOLUTALLY installation seeks to advance allyship, inclusion for India's queer community

The ABSOLUTALLY installation seeks to promote inclusion and allyship via interactive technology. Courtesy of Laqshya Media Group.

March 13, 2023

Absolut Glassware, an India-based subsidiary of Pernod Ricard India's International Brands, has partnered with Inventech, a subsidiary of Laqshya Media Group specializing in technology innovation and content production, to produce an AI-powered interactive media experience at the ABSOLUTALLY walkway installation in Mumbai, India, which seeks to encourage allyship and inclusion for India's queer community via multimedia and collaboration with popular Indian social media influencers, according to a press release.

A wide view of the ABSOLUTALLY walkway installation showing its scale. Courtesy of Laqshya Media Group.

The interactive digital installation leverages AI-integration, cameras and custom software to create individualized dancing silhouettes as users walk alongside the screen. With statistics showing that nearly three in four members of Gen Z experience rejection by their family when expressing a non-heterosexual identity, the company said that its installation aims to celebrate diversity, inclusion and unity.

A participant dancing at the ABSOLUTALLY walkway installation. Courtesy of Laqshya Media Group.

"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," Florian Sallaberry, group head for International Brands at Pernod Ricard India, said in the release. "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."

"We deeply thank Pernod Ricard India for trusting us with the ABSOLUTALLY Walkway project," Amarjeet Hudda, COO at Laqshya Solutions, said in the release. "Our ability to provide innovative and customized tech solutions is a testament to our unwavering dedication to delivering impactful experiences that resonate with our clients and have a profound and lasting impact on society. The ABSOLUTALLY walkway perfectly aligns with our values, and we're excited to showcase this technology at Bandstand, Bandra in Mumbai."

"We are thankful to Absolut India for trusting us," Sommnath Sengupta, CEO at Inventech, said in the release. "Initially, we conceived the idea and then utilized the expertise of our in-house team of coders, software engineers, developers and animators to develop bespoke camera tracking software for its implementation. Finally, we blended technology and art to produce a visually captivating experience and engage with the audience."

"Walk together," a tagline of the ABSOLUTALLY installation, plays in the background as a participant dances on the walkway. Courtesy of Laqshya Media Group.