Laqshya Media Group’s Inventech creates first-of-its-kind AI algorithm gesture tech for Absolut Glassware
By M4G Bureau - March 01, 2023
Florian Sallaberry, Group Head- International Brands at Pernod Ricard India, says, “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.”
Laqshya Media Group’s technology innovation & content production business vertical, Inventech, has teamed up with Absolut Glassware to launch a tech-activation campaign called the ABSOLUTALLY Walkway, a one-of-a-kind campaign that encourages allyship and aims to foster a safe space for members of the queer community.
Inventech created the concept and technology exclusively for Absolut Glassware. The ABSOLUTALLY walkway is an interactive installation that utilises cutting-edge AI and live gestures using customised camera tracking software to create playful coloured silhouettes that inspire and engage. As you walk along the walkway, your every step is transformed into a unique, customised experience that celebrates diversity and unity and is open to all.
Despite cultural, political, and legal progress made over the years, nearly 3 in 4 Gen Zers still experience rejection from their families when expressing a non-heterosexual identity. This cutting-edge partnership is dedicated to creating a world where everyone feels welcome and valued and where differences are celebrated. So get ready to witness a groundbreaking initiative about spreading positivity and unity!
Florian Sallaberry, Group Head- International Brands at Pernod Ricard India, said, “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.”
“We deeply thank Pernod Ricard India for trusting us with the ABSOLUTALLY Walkway project. 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,” said Amarjeet Hudda, COO of Laqshya Solutions.
Absolut Glassware has a strong history of working with the LGBTQIA+ community and has inclusion and diversity at its core. Absolut Glassware has launched a digital campaign to supplement the on-ground activation to guide people about allyship and being an Absolut Ally. The digital films feature popular influencers, including Dutee Chand, Durga Gawde, Patruni Sastry, Jay Anand, Alex Matthew, Aniruddha Mahale, Maitrayanee Mahanta, Anwesh Sahoo, and Anjali Lama. The influencers share their journeys and experiences, creating a powerful message of allyship. Beyond merely communicating, they hope and look forward to serving as change agents and having a significant impact.
“We are thankful to Absolut India for trusting us. Initially, we conceived the idea and then utilised 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,” said Sommnath Sengupta, CEO of Inventech.
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