Brands
Seagram’s Xclamat!on pulls the plug on ‘!’ to spark youth buzz
MUMBAI: Seagram’s Xclamat!on Mixers, Pernod Ricard India’s newest foray into the mixers market, has announced its arrival with a mischievous social-media stunt aimed squarely at urban youth.
In a tie-up with keyboard app Bobble AI, which claims 75 million monthly active users, the brand temporarily removed the exclamation mark from users’ mobile keyboards for a day. Morning greetings and casual texts suddenly felt oddly flat, prompting confusion, jokes and a flood of online commentary on what life without “!” might look like.
The punctuation blackout rippled quickly across social media, with influencers including Kusha Kapila, Rahul Dua, Srishti Dixit, Tanmay Singh (Scout) and Mohak Narang amplifying the joke through posts on the missing mark. The hashtag #AddXclamat!onToLife climbed to the number one trending topic on X in India during the campaign.
Two days later, the brand restored the exclamation mark to announce the official launch of Seagram’s Xclamat!on Mixers, positioning the symbol as shorthand for energy, emotion and self-expression.
Pernod Ricard India CMO Debasree Dasgupta, said the idea captured the brand’s core philosophy. “There’s a difference between saying hello and saying hello! Taking the ‘!’ away makes you feel what’s missing, which is exactly what Xclamat!on stands for.”
Ogilvy North president Prakash Nair, said the insight was simple: remove the exclamation mark and every message loses its punch. “That tiny mark carries a world of emotion.”
WPP Media South Asia president Ajay Gupte, called the campaign a cultural moment that delivered scale and excitement beyond conventional launch advertising.
Bobble AI CEO Ankit Prasad said the collaboration showcased how technology could be used creatively to bring a brand story to life, while Renee Mitra, executive vp at Blink, said the brand’s active participation in online conversation helped it connect organically with younger audiences.
Brands
Netflix acquires Ben Affleck’s AI film-tech firm InterPositive
Streaming giant picks up production startup to streamline digital filmmaking
LOS ANGELES: Netflix has officially acquired InterPositive, an AI film-technology startup founded by actor and director Ben Affleck. The move marks a significant investment by the streaming service into assistive AI tools designed to support the technical side of movie production. While many AI companies focus on generating new images or scripts, InterPositive focuses on the logistical challenges of filmmaking. The firm’s technology is designed to handle technical tasks that often delay post-production, such as correcting lighting inconsistencies and ensuring visual continuity across different takes.
The acquisition is not about replacing human actors or writers. Instead, Netflix intends to use the technology as a digital assistant for directors. The software understands cinematic logic, meaning it can automatically adjust background elements or environmental effects to ensure a film looks polished and consistent without months of manual editing.
In a Netflix post on Thursday, Affleck emphasised that the project was born out of a desire to support the craft rather than automate it. “I knew I had a responsibility to my peers and our industry, to protect the power of human creativity and the people behind it. In creating InterPositive, I sought to do just that,” Affleck wrote. “From the invention of the moving image to the transition to digital, from motion capture to virtual production, technology has evolved alongside the artists who use it. Our shared commitment to continuing this legacy makes joining together a natural next step.”
Netflix chief product and technology officer Elizabeth Stone said, “Our approach to AI has always been focused on meaningfully serving the needs of the creative community. InterPositive’s technology is purpose-built for filmmakers and showrunners to naturally support their visions. We’re excited to welcome the team to Netflix and continue building a future where technology enhances storytelling, while people remain at the core.”
Netflix chief content officer Bela Bajaria added, “New tools should expand creative freedom, not constrain it. Ben and his team are part of a long tradition of artists leading innovation in storytelling. Their work gives filmmakers more choices, control, and protection for their vision.”
The deal coincides with a broader partnership between Netflix and Artists Equity, the production company led by Affleck and Matt Damon. Following the success of their recent projects on the platform, this acquisition cements Affleck’s role as both a creative and technical advisor to the streamer. Affleck noted that the partnership was a logical fit due to “Netflix’s decades of experience applying and scaling technology responsibly.” He will serve as a senioradvisor for the integration of the technology, ensuring the tools remain focused on helping filmmakers.
For the film industry, this acquisition signals a shift in strategy. Rather than just buying finished movies, Netflix is now owning the specialized technology used to build them. By bringing these tools in-house, the company aims to reduce the rising costs and lengthy timelines associated with high-budget original films while giving their productions a technical edge in speed and visual quality.
