Seagram’s Xclamat!on Mixers, Pernod Ricard India’s bold new launch, sets an India-Record!

Seagram’s Xclamat!on Mixers, the latest launch from Pernod Ricard India, has created a new India Record with a first-of-its-kind campaign that seamlessly blended large-scale digital participation with a high-impact physical experience in Mumbai.

Built on the brand’s belief of inspiring people to live in euphoric Xclamat!ons, the campaign invited consumers to step into aspirational, once-in-a-lifetime moments through an interactive microsite. From crowd surfing at a music concert to indoor skydiving, sailing a yacht, or witnessing the Northern Lights from an igloo, users could place themselves into curated ‘Xclamat!on Moments’ and receive personalized visual outputs featuring their chosen experience.

The campaign saw participation from over 100K+ users, amplified further by mega social creators, including Prajakta Koli, Harsh Gujral, Dharnaa, Gurleen Pannu, Anirban Dasgupta, Rahul Dua, Tanmay Singh (Scout) and Mohak Narang, who drove widespread engagement.

The campaign culminated in a large-scale on-ground experience at Carter Road, Mumbai, during 18^th – 19^th April, where the brand unveiled a 25-feet installation shaped like an “!” (exclamation mark) against the city’s iconic sea-facing backdrop. Consumer-generated content from across the country was projected onto this structure in real time, bringing thousands of individual Xclamat!on Moments together into a single, collective expression. This installation successfully secured an India Record and an Asia Record for the tallest ‘!’.

The event witnessed strong on-ground turnout and online engagement, with #IndiaRecordByXclamat!on trending on X.com in India during the activation.

Speaking on the campaign, Debasree Dasgupta, CMO, Pernod Ricard India, said, “Xclamat!on is one of our most defining launches of the decade, not just for what it brings to the portfolio, but for how it reimagines the category. It’s built for a generation that doesn’t just participate in culture but shapes it with unapologetic energy and individuality. The ‘!’ isn’t just a mnemonic, it’s the brand’s attitude made visible - a bold marker of expression that cuts through. We designed Xclamat!on to amplify the intensity of everyday moments, where self-expression, occasion and choice intersect. This campaign was about taking that idea beyond the screen and into the real world, turning personal expression into shared cultural currency. The response we’ve seen, from scale of participation to the way people owned and shared their outputs, tells us we’re tapping into something deeper: a generation that sees its own voice, attitude and stories reflected in the brand.”

Shekhar Banerjee, President, WPP Media South Asia, said, “What made this idea work was its connected experience across touchpoints. It did not treat digital or on-ground as separate legs, but as one journey where participation online naturally built momentum for a physical payoff. That seamless movement is what turned a campaign into a cultural moment people wanted to join.”

Renee Mitra, Executive Vice President, Blink Digital, added, “The shift was from broadcasting to co-creation. Instead of the brand telling its story, we built a system where consumers could insert themselves into it. Once people saw their own content come alive and scale up, participation became self-propelling. Layering in personalisation across individual passion points made it even more powerful.”

Prakash Nair, President, Ogilvy India (North) added, “When someone sees their moment — something they imagined for themselves — projected 25 feet high for an entire city to witness, that’s not just engagement. That’s validation at scale. That’s what turned this from a campaign into something people genuinely wanted to be part of.”

Credits:

Client: Pernod Ricard India. Brand team – Debasree Dasgupta, Joydeep Basuroy, Tanvi Swami, Anandini Arora. Media & content team – Pierre De Greef, Priya Jain, Shwetha Nair, Siddharth Virkar, Bhavika Manchanda, Chandini Malla

Media and Content Partner: Wavemaker India – Shekhar Banerjee, Priyambada Choudhury, Aarti Bal, Vaibhav Pankaj, Arun Varghese, Gaurav Chopra, Twameka Kumar, Abhishek Gupta, Navya Arora, Vivek Perunelly, Amritanshu Panda, Anjali Rakheja, Sahejpreet Kohli, Sharad Sharma

Experience Partner: Zee Live (https://www.linkedin.com/company/zee-live/)

Social Media Partner: Blink Digital – Renee Mitra, Nicole Ferraz, Dia Kirpalani, Urvi Dalmia, Saadhak Malhotra, Yogesh Shirke, Anuj Rathod, Aishwarya Kadam

Creative Partner: Ogilvy India – Prakash Nair, Nitin Srivastava, Anuj Kala, Waebhav Yadav, Tanya Khattar