Absolut Mixers Launches ‘Born Colourless’ Campaign Celebrating India’s Cultural Diversity

Absolut Mixers has unveiled a new campaign film under its ‘Born Colourless’ philosophy, highlighting India’s diverse identities, cultures and perspectives through a contemporary visual narrative. The campaign celebrates the coexistence of different traditions, creative expressions and influences that shape the country’s cultural landscape.

Conceptualised in collaboration with Ogilvy India and directed by Bharat Sikka, the film captures contrasting landscapes and human connections across India. It features an original score by composer Sneha Khanwalkar, who blends traditional instrumentation with experimental soundscapes to create a musical narrative rooted in India’s cultural diversity.

The film explores the intersection of heritage and modernity, bringing together street culture, contemporary design, independent music and evolving fashion sensibilities. It positions diversity as an integral part of India’s identity, where different languages, cultures and individual expressions coexist.

Commenting on the campaign, Debasree Dasgupta, Chief Marketing Officer, Pernod Ricard India, said, “This film brings the ethos of Born Colourless to life. Over the past two years, our work with local creative communities and our city mural transformations have proven that when you strip away labels, authentic expression thrives. This is our invitation to look at contemporary India not through the lens of rigid divisions, but as a dynamic space where individual and collective identities continuously shape each other.”

Bharat Sikka added, “Born Colourless is such a beautiful thought. I’ve always loved celebrating diversity, and this film captures its essence so effortlessly.”

The campaign film builds on two initiatives through which Absolut Mixers has been taking the ‘Born Colourless’ philosophy to creative communities and public spaces in India.

One of these is the Absolut Creative Commune, a collaborative platform that provides emerging artists with an opportunity to showcase their work and explore diverse creative narratives. Now in its fourth edition, the initiative has featured more than 20 artists across disciplines such as digital art, illustration, installations and physical artefacts.

The second initiative is a nationwide mural movement that brings the campaign's central idea into public spaces. Its first phase features site-specific artworks by Seema Surana in Jaipur, Priyanka Paul in Pune, Sayan Mukherjee in Kolkata and artist collective Trespassers in Mangaluru. The murals explore themes ranging from the relationship between tradition and modernity and education as a unifying force to street culture, local rituals and coastal culinary heritage.

The second phase will extend the initiative to Dehradun, Chandigarh and Visakhapatnam, with artists Tanya Kotnala of Bhuli Design Studio, Aashti Miller and Neethi. Their works will explore themes including cultural heritage, architectural planning and local culinary practices.

Through the campaign film, creative platform and mural movement, Absolut Mixers aims to extend its ‘Born Colourless’ philosophy beyond brand communication, creating spaces for artistic expression, community engagement and conversations around identity and diversity.