Laqshya Media Group's Inventech creates AI algorithm gesture technology for Absolut Glassware

Laqshya Media Group’s technology innovation and content production business vertical – Inventech - teamed up with Absolut Glassware to launch a tech-activation campaign called the Absolutally Walkway.

The campaign encourages allyship and aims to foster a safe space for members of the queer community.

Inventech created the concept and technology for Absolut Glassware. The Absolutally walkway is an interactive installation that utilises AI and live gestures using customised camera tracking software to create playful coloured silhouettes that inspire and engage.

As one walks along the walkway, every step is transformed into a unique, customised experience that celebrates diversity and unity and is open to all.  

This partnership is dedicated to creating a world where everyone feels welcome and valued and where differences are celebrated.

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 customised 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.

The digital films feature 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 message of allyship.

“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.  

Gaysifamily performed at the Bandstand Amphitheatre in Bandra Mumbai last Sunday evening to celebrate inclusivity. The event featured two theatre and dance acts by Mx Stallion, Akanksha Kadam and Akshay Malvankar with concept and design by Kali Billi Productions.

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