Absolut Topical Ads
This project consists of three standalone print ads created in the Absolut silhouette style. Each ad finds the bottle shape within everyday Indian scenes, making the work topical and local while staying true to the brand’s communication approach.
1 Day
2025
When a flyover in Mira Bhayandar went viral for suddenly merging four lanes into two, everyone was talking about how ridiculous it looked. While observing it, I realised the road literally resembled a bottle. The narrowing lanes create a clear “bottleneck”, which also reflects how the progress of our country sometimes feels — stuck — because of poor planning and wasted taxpayer money. I used that frustration and turned it into a topical Absolut-style ad where the bottle wasn’t added, it was already there.
We were asked to create an Absolut ad that represents my city, and my first thought was to show Mumbai through the potholes around me. But then I realised this wasn’t just a Mumbai problem — it’s something that happens all over India. Roads suddenly get repaired right before a politician’s visit or when elections are near, and it’s become so common that we barely react anymore. So instead of calling it Absolut Mumbai, I called it Absolut Normal — adding a bit of humour to something we’ve quietly accepted as the new normal.
Representing my city, I chose to show Mumbai through pani puri — a dish that exists all over India but changes slightly in ingredients and even in name, like puchka or golgappa. Still, for me, pani puri feels the most Mumbai. It’s chaotic, nostalgic, and something almost everyone here connects with.