Seagram’s Xclamat!on Mixers Launches Groundbreaking Campaign

Seagram’s Xclamat!on Mixers has entered the market through an innovative campaign that stretches beyond traditional product launches. This initiative is designed as an interactive experience, merging digital engagement with an extensive physical activation, ultimately achieving an India Record and an Asia Record for the tallest exclamation mark installation. The campaign is built on the concept of sparking euphoric “Xclamat!ons”, aiming to convert personal expressions into a collective brand occurrence. This strategy aligns with a wider trend in consumer behaviour, where people prefer to engage, personalise, and co-create rather than merely consume passively.

Interactive Campaign Elements

At the core of the campaign lies an interactive microsite inviting users to envision themselves in aspirational scenarios. From crowd surfing at music concerts to experiencing indoor skydiving, sailing on yachts, or witnessing the Northern Lights from an igloo, participants were able to choose curated “Xclamat!on Moments” to generate personalised visual outputs. This approach successfully engaged over 100,000 users, indicating strong initial traction.

Amplified Digital Presence

The digital aspect was further enhanced through collaborations with creators such as Prajakta Koli, Harsh Gujral, Dharnaa, Gurleen Pannu, Anirban Dasgupta, Rahul Dua, Tanmay Singh known as Scout, and Mohak Narang, who expanded the campaign’s visibility across various social platforms.

Physical Activation in Mumbai

On the 18th and 19th of April, the campaign transitioned from digital interaction to a real-world experience at Carter Road, Mumbai. During this event, the brand unveiled a remarkable 25-foot tall installation shaped like an exclamation mark, set against the picturesque sea-facing backdrop of the city.

This installation was distinguished by its dynamic quality. Content generated by consumers from across the nation was projected onto the structure in real time, transforming individual digital engagements into a cohesive public exhibition. This installation obtained both an India Record and an Asia Record for the tallest exclamation mark, while also attracting considerable foot traffic.

Online Momentum

The drive continued online, with the hashtag #IndiaRecordByXclamat!on trending on X.com during the activation in India, highlighting the campaign’s powerful presence spanning both physical and digital landscapes.

Reimagining Brand Engagement

The campaign signifies Pernod Ricard India’s efforts to rethink engagement within the category. Debasree Dasgupta, CMO of Pernod Ricard India, mentioned that Xclamat!on represents one of their defining launches of the decade. It not only adds to their portfolio but also redefines the category. This initiative is tailored for a generation that actively shapes culture with unrestrained energy and self-identity. The exclamation mark exemplifies the brand’s attitude and serves as a bold symbol of expression.

Dasgupta also noted that Xclamat!on was intended to amplify everyday moments where self-expression, occasion, and choice intersect. The campaign aimed to extend this concept beyond digital screens and into real-life scenarios, transforming personal expression into a communal cultural phenomenon. The scale of participation and the ownership displayed by users suggest a deeper connection with a generation eager to see their voices and narratives reflected in the brand.

Connected Experiences

An integrated approach across touchpoints was key to the campaign’s execution. Shekhar Banerjee, President of WPP Media South Asia, highlighted that the success of this concept lay in its cohesive experience across channels, where online engagement seamlessly fed into the physical activation. This continuity transformed the campaign into a cultural moment that people were eager to join.

Renee Mitra, Executive Vice President at Blink Digital, emphasised the shift from merely broadcasting to co-creation. Rather than the brand dictating the narrative, they established a platform where consumers could insert their own stories. Once users saw their content come to life on a large scale, participation became self-sustaining. The addition of personalisation across individual interests enhanced its impact.

Creative Visibility

From a creative standpoint, the campaign’s visibility played a crucial role. Prakash Nair, President of Ogilvy India North, pointed out that when individuals viewed their moments projected 25 feet high for an entire city to witness, it transcended mere engagement to become validation on a massive scale. This transformation turned the campaign into a sought-after experience.

The campaign underscores the increasing importance of co-creation in marketing, where personalisation and participation are vital for fostering engagement. By connecting digital interactions with tangible outcomes, Seagram’s Xclamat!on Mixers positions itself within a framework that prioritises visibility and shared cultural expressions.

Though the long-term effects will hinge on continued engagement, the launch has already produced significant scale, conversation, and record-breaking visibility. It showcases how brands are progressively designing experiences that enable consumers not only to engage with a narrative but also to place themselves at its core.

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. 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.