Seagram’s Xclamat!on Mixers, from Pernod Ricard India, pulled off something that sounds simple but was anything but!
They got over 1,00,000 people to participate in a campaign, then projected their faces onto a giant ‘!’ at Carter Road. Oh, and that giant ‘!’ is now both an India Record and an Asia Record!
Let’s rewind, shall we?
The brand’s whole thing is about living in euphoric ‘Xclamat!ons’ – big, once-in-a-lifetime moments.
True to that spirit, they built an interactive microsite where you could literally put yourself inside one.
Crowd surfing at a concert. Indoor skydiving. Sailing a yacht. Watching the Northern Lights.
People got to pick their fantasy, upload their face, and boom – they got a personalized visual of them living that moment.
Mega creators like Prajakta Koli, Harsh Gujral, Gurleen Pannu, Rahul Dua, and Tanmay Singh (Scout) jumped in too, and pulled thousands along for the ride.
But the real magic happened when the digital met the physical!
The brand erected a 25-feet installation shaped like an exclamation mark at Carter Road, Mumbai.
Against the sea. Against the sky. Impossible to miss.
Here’s what brought it all together.
All that UGC from the microsite – thousands of individual Xclamat!on Moments – was projected onto that structure in real time!
People loved, loved that they were part of something so big and the on-ground turnout was strong. It was so strong, in fact, that #IndiaRecordByXclamat!on trended #1 on X in India during the activation.
Speaking on the campaign, Debasree Dasgupta, CMO, Pernod Ricard India, said, “Xclamat!on is one of our most defining launches of the decade, not just for what it brings to the portfolio, but for how it reimagines the category. It’s built for a generation that doesn’t just participate in culture but shapes it with unapologetic energy and individuality. The ‘!’ isn’t just a mnemonic, it’s the brand’s attitude made visible – a bold marker of expression that cuts through. We designed Xclamat!on to amplify the intensity of everyday moments, where self-expression, occasion and choice intersect. This campaign was about taking that idea beyond the screen and into the real world, turning personal expression into shared cultural currency. The response we’ve seen, from scale of participation to the way people owned and shared their outputs, tells us we’re tapping into something deeper: a generation that sees its own voice, attitude and stories reflected in the brand.”
Prakash Nair, President, Ogilvy India (North) added, “When someone sees their moment — something they imagined for themselves — projected 25 feet high for an entire city to witness, that’s not just engagement. That’s validation at scale. That’s what turned this from a campaign into something people genuinely wanted to be part of.”
Xclamat!on, indeed!
