Inventech creates AI algorithm gesture technology for Absolut Glassware campaign launch event

by  EVENTFAQS Bureau Industry Watch | March 1, 2023 | News

Inventech Laqshya Media Group ABSOLUTALLY Walkway 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, 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, your every step is transformed into a unique, customized experience that celebrates diversity and unity and is open to all.  

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.

“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 Sommnath Sengupta, CEO of Inventech.  

The event also featured two theatre and dance acts by Mx. Stallion, Akanksha Kadam & Akshay Malvankar with Concept & Design by Kali Billi Productions. Mx. Stallion’s performance was a combination of theatre, monologue, and movement that dived into the fluidity of gender in relation to water and the sea from an experiential point of view, aiming to feel as vast as the sea in all of our queerness. Akanksha and Akshay’s Lavani performance, an unapologetically bold and sensual Marathi dance style, invites the audience’s active involvement in a game of love and desire that defies social norms and restrictions with no strings attached.

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