Ad Campaigns
Laqshya Media group’s Inventech creates first-of-its-kind AI algorithm gesture technology for Absolut Glassware
Mumbai: Laqshya Media Group’s technology innovation & content production business vertical, Inventech, has teamed up with Absolut Glassware to launch an incredible 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, every step is transformed into a unique, customized experience that celebrates diversity and unity and is open to all.
Despite cultural, political, and legal progress made over the years, nearly three in four Gen Zers still experience rejection from their families when expressing a non-heterosexual identity. This cutting-edge partnership is dedicated to creating a world where everyone feels welcome and valued and where differences are celebrated. So get ready to witness a groundbreaking initiative about spreading positivity and unity!
Pernod Ricard India group head- international brands Florian Sallaberry 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 Laqshya Solutions COO Amarjeet Hudda.
Absolut Glassware has a strong history of working with the LGBTQIA+ community and has inclusion and diversity at its core. Absolut Glassware has launched a digital campaign to supplement the on-ground activation to guide people about allyship and being an Absolut Ally. The digital films feature popular 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 powerful message of allyship. Beyond merely communicating, they hope and look forward to serving as change agents and having a significant impact.
“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 Inventech CEO Sommnath Sengupta.
Inventech, a Laqshya Media Group company, has demonstrated its ability to execute groundbreaking campaigns that are both innovative and socially responsible. Through their collaboration with Absolut Glassware, Laqshya Media is taking a step towards creating a more inclusive world where allyship is promoted and appreciated.
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NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
