Seagram’s Xclamat!on, Pernod Ricard India’s new launch, is making waves with its recent social media campaign for the mixers.
To introduce the brand built on amped-up energy, they decided to show what life can be like without the much used punctuation: ‘!’.
They pulled off a cheeky digital heist by partnering with the keyboard app Bobble AI and made the “!” punctuation disappear from 75 million users’ mobile-keypads.
Imagine waking up to a world where your texts lost all their punch. Overnight, “good morning” texts felt flat. Plans made with “sure” instead of “sure!” seemed weirdly passive-aggressive.
The internet, predictably, lost its mind (but you know, quietly, without the “!”).
Creators like Kusha Kapila, Srishti Dixit, Rahul Dua, Tanmay Singh (Scout) and Mohak Narang hilariously documented the muted crisis.
#AddXclamat!onToLife even shot to the #1 trending spot on X in India, proving they had tapped into a real cultural nerve. For two days, they let the absence of the “!” punctuation do the talking.
Then, two days later, they brought the “!” back with a bang, using its return to officially launch Seagram’s Xclamat!on Mixers.
Here’s a look.
It was a flawless reveal.
They got an entire generation to physically experience the brand’s reason for existing.
Now that’s how you make an entrance – with an Xclamat!on!
Credits:
Client: Pernod Ricard India. Brand team – Debasree Dasgupta, Joydeep Basuroy, Tanvi Swami, Anandini Arora. Media & content team – Pierre De Greef, Shwetha Nair, Siddhartha Virkar, Bhavika Manchanda, Chandini Malla.
Bobble AI: Ankit Prasad, Lovely Kukreja, Vikrant Awasthi, Kamal Matharoo, Anu Aswal, Mayur Agarwal
Creative Partner: Ogilvy India – Prakash Nair, Nitin Srivastava, Anuj Kala, Waebhav Yadav, Varun Shenoy, Tanya Khattar
Media and Content Partner: Wavemaker India – Ajay Gupte, Priyambada Choudhury, Aarti Bal, Abhishek Gupta, Navya Arora, Vaibhav Pankaj, Twameka Kumar, Sahejpreet Kohli, Priyanka Senapati
Social Media Partner: Blink Digital – Renee Mitra, Nicole Ferraz, Dia Kirpalani, Urvi Dalmia, Saadhak Malhotra, Yogesh Shirke, Anuj Rathod, Aishwarya Kadam
