Laqshya Media group’s Inventech creates first-of-its-kind AI algorithm gesture technology for Absolut Glassware

Starts 3rd October

Vanita Keswani

Madison Media Sigma

Poulomi Roy

Joy Personal Care

Hema Malik

IPG Mediabrands

Anita Kotwani

Dentsu Media

Archana Aggarwal

Ex-Airtel

Anjali Madan

Mondelez India

Anupriya Acharya

Publicis Groupe

Suhasini Haidar

The Hindu

Sheran Mehra

Tata Digital

Rathi Gangappa

Starcom India

Mayanti Langer Binny

Sports Prensented

Swati Rathi

Godrej Appliances

Anisha Iyer

OMD India

Laqshya Media group’s Inventech creates first-of-its-kind AI algorithm gesture technology for Absolut Glassware

The activation campaign has so far reached more than 90K people.

Mumbai: Laqshya Media Group’s technology innovation & content production business vertical, Inventech, has teamed up with Absolut Glassware to launch an incredible 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 utilizes cutting-edge AI and live gestures using customized camera tracking software to create playful coloured silhouettes that inspire and engage. As you walk along the walkway, every step is transformed into a unique, customized experience that celebrates diversity and unity and is open to all.  

Despite cultural, political, and legal progress made over the years, nearly three in four 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!

Pernod Ricard India group head- international brands Florian Sallaberry 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 Laqshya Solutions COO Amarjeet Hudda.

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 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,” said  Inventech CEO Sommnath Sengupta.  

Inventech, a Laqshya Media Group company, has demonstrated its ability to execute groundbreaking campaigns that are both innovative and socially responsible. Through their collaboration with Absolut Glassware, Laqshya Media is taking a step towards creating a more inclusive world where allyship is promoted and appreciated.

Activation video link: