SEAGRAM’S XCLAMAT!ON MIXERS TURNS PARTICIPATION INTO SPECTACLE WITH RECORD-BREAKING LAUNCH

Pernod Ricard India has launched Seagram’s Xclamat!on Mixers through a participative campaign blending digital engagement and a large-scale installation in Mumbai. With over 100,000 users, creator amplification, and a record-setting exclamation mark structure, the campaign highlights co-creation, personalisation, and immersive brand experiences driving modern consumer engagement.

Pernod Ricard India has introduced Seagram’s Xclamat!on Mixers with a campaign that deliberately sidesteps the conventions of a traditional product launch, opting instead for an immersive, participatory experience that bridges digital interaction with physical spectacle. At its core lies an ambition to transform individual expression into a shared cultural moment, reflecting a wider shift in how audiences engage with brands.

The campaign is anchored in the concept of sparking euphoric “Xclamat!ons”, inviting consumers not merely to observe but to actively co-create. This philosophy took shape through an interactive microsite where users could place themselves into aspirational scenarios, ranging from crowd surfing at a concert to indoor skydiving, sailing on a yacht, or watching the Northern Lights from an igloo. Each selection generated personalised visual outputs, effectively allowing participants to craft their own branded moments.

The response was immediate and substantial, with over 100,000 users engaging with the platform. This early momentum was amplified by a roster of digital creators including Prajakta Koli, Harsh Gujral, Dharnaa, Gurleen Pannu, Anirban Dasgupta, Rahul Dua, Tanmay Singh (Scout), and Mohak Narang, who extended the campaign’s reach across social media ecosystems and deepened its resonance among younger audiences.

The campaign’s defining pivot came as it moved from screens to a live, shared environment. On 18 and 19 April, Carter Road in Mumbai became the stage for a 25-foot exclamation mark installation set against the Arabian Sea. More than a static structure, the installation functioned as a living canvas, projecting consumer-generated content in real time. In doing so, it collapsed the boundary between private digital interactions and public display, transforming individual contributions into a collective visual narrative.

This installation not only drew significant on-ground participation but also achieved both an India Record and an Asia Record for the tallest exclamation mark structure. Online, the campaign’s momentum continued unabated, with #IndiaRecordByXclamat!on trending on X.com in India during the activation period, underscoring its dual impact across physical and digital spaces.

For Pernod Ricard India, the campaign signals a deliberate rethinking of category engagement. Debasree Dasgupta, Chief Marketing Officer, described Xclamat!on as a defining launch that reimagines how consumers interact with the brand. By positioning the exclamation mark as both a visual mnemonic and an embodiment of attitude, the brand seeks to align itself with a generation that values individuality, self-expression and cultural participation.

The execution hinged on a tightly integrated approach across touchpoints. Shekhar Banerjee, President of WPP Media South Asia, emphasised the seamless journey from online participation to offline culmination, arguing that the campaign’s strength lay in treating both as interconnected rather than discrete channels. This continuity ensured that digital engagement naturally translated into anticipation and turnout for the physical event.

From a digital strategy perspective, Renee Mitra of Blink Digital highlighted the shift from storytelling to system-building, where consumers are given the tools to insert themselves into the brand narrative. The visibility of user-generated content at scale created a feedback loop, encouraging further participation and amplifying the campaign organically.

Creatively, the campaign leveraged scale as a form of validation. Prakash Nair of Ogilvy India North noted that projecting personal moments onto a 25-foot installation elevated engagement into something more meaningful, turning individual imagination into a public, shared experience.

The launch of Seagram’s Xclamat!on Mixers ultimately reflects a broader evolution in marketing strategy, where co-creation, personalisation and experiential design are becoming central to brand-building. By linking digital interaction with a tangible, record-setting outcome, the campaign not only achieved visibility and engagement but also illustrated how brands are increasingly crafting platforms where consumers can see themselves not at the margins, but at the centre of the story.