Seagram’s Xclamat!on Mixers Creates Record Mumbai Event

Pernod Ricard’s Seagram’s Xclamat!on Mixers launched a groundbreaking experiential campaign that merges digital participation with large-scale physical activation in Mumbai. The initiative transformed user-generated content into a 25-foot exclamation mark installation at Carter Road, creating a powerful bridge between online engagement and real-world brand storytelling.

The campaign invited over 100,000 users to participate through an interactive microsite where they could place themselves in aspirational “Xclamat!on Moments” such as music festivals, yacht experiences, skydiving, and scenic global destinations. These personalized expressions were then projected in real time onto the installation, turning individual digital interactions into a shared public spectacle.

Held on April 18–19, the Mumbai activation not only attracted strong on-ground audiences but also secured both India and Asia Records for the tallest exclamation mark installation. The campaign further gained momentum online with the hashtag #IndiaRecordByXclamat!on trending across social platforms.

By integrating creators and digital influencers, the campaign expanded its reach and reinforced a shift toward co-creation in modern marketing. Industry leaders highlighted how the seamless blend of digital and physical engagement helped transform participation into cultural expression.

Overall, the initiative reflects a growing trend in experiential branding where consumers actively shape brand narratives rather than passively consuming them.