Red Bull, in partnership with visual Artist Sameer Kulavoor launched a limited edition celebration cans with a series of graphic art illustrations. Red Bull claims to be the first FMCG brand to launch a VR pack. The Cans come in a packaged box along with a Virtual Reality setup and will be available at retail stores such as Big Bazaar, Hypercity offline and with Bigbasket and Grofers offline for a period of 2 months from 2nd week of September till 4th week of October.
Read the complete press release below
Festivals in India are synonymous with celebrating life in the most exuberant manner. The collective euphoria brings about a feeling of being part of something special. With the sole aim of capturing the jubilant festive spirit that plays out on the streets of India where the energy and dynamism is palpable, Red Bull India launches a Limited Edition Concept Can along with a Virtual Reality pack to elevate the whole experience.
In an attempt to creatively bring to life festive sights and experiences that one relates to, Red Bull has roped in renowned visual Artist Sameer Kulavoor to design the Celebration Can with a series of graphic art illustrations. Celebration Can designs consist of different festival related motifs, capturing the whole array of festivals from different parts of the country through symbolism. For instance, to depict the romance between the couple, the heart symbol and eye contact is used to show the playful aspect of Navratri.
The motifs act as pieces of the larger magnum opus that would be revealed through VR and would be embedded in the main mural, captured in much detail. Besides the limited edition celebration can, one can purchase a Virtual Reality 6 Pack, where the package can be transformed into Virtual Reality Glasses. On typing the URL http://celebration.redbull.in, on the smartphone, one can dive into an animated 360 world of festivals in virtual reality experience showcasing the various familiar festive sights coming to life. Additionally, the VR experience will also have two integrated VR games; centered around Red Bull owned events, Red Bull Jod Ke Tod & Red Bull Kite fight for an enhanced, interactive gaming experience.
Talking about the Celebration Can and his design, Visual Artist and Founder of Bombay Duck Designs, Sameer Kulavoor said, “When Red Bull approached us to design a unique limited edition 'India' Can, we started thinking about what encapsulates the energy and dynamism of our young and diverse country. We felt that our festivals and the way we celebrate is something unique to us as a country – the way 'celebrations' make their way from our homes onto the streets. We decided to tap into this energy by creating an illustrative design with our people as pattern around the theme of festivals. It was challenging to create a design that was inclusive and representative of, perhaps, the most diverse country in the world!”
“The individual elements from the design of the can make their way into an illustrated panorama – to showcase how these elements actually thrive and where do they belong. The next step was to add life to the static artwork by means of making it interactive and animated. The 360 VR is a unique experience wherein the viewer is made to feel the pulse and energy of Indian festivals in an illustrated version.” Sameer Kulavoor added on the mural being translated into a 360 VR experience.
On his association with Red Bull, Sameer highlighted “Red Bull India has been pushing the boundaries of innovation and documenting alternative culture through their unique and original initiatives and we at Bombay Duck Designs find this project to be another great step in that direction. We wanted to make a traditional festival experience more contemporary through Virtual Reality. We are pleased and proud to be a part of this unique collaboration!”
The Limited Edition-Celebration Cans will be available pan India at retail stores from the 2nd week of September till 4th week of October. Big Bazaar, Hypercity, Spar, and Spencers Retail are some names in the Modern Retail space and Bigbasket and Grofers in the online shopping category where the limited edition – Red Bull Celebration can SKUs will be available. The price of each SKU is as follows:
With the Celebration Can Campaign, Red Bull India has planned a total growth of Sep’17: 17% Oct: 11% vs 2016.