Red Bull launches limited edition festival cans, virtual reality pack

With the aim of capturing the jubilant festive spirit that plays out on the streets on India, Red Bull India is gearing up to launch a Limited Edition Concept Can along with a Virtual Reality pack to elevate the whole experience.

For this, Red Bull has roped in renowned visual artist Sameer Kulavoor to design the Celebration Can with a series of graphic art illustrations.

28 Sep 2017 | By Dibyajyoti Sarma

The Celebration Can design consist of different festival related motifs, capturing the whole array of festivals from different parts of the country. 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.

Meanwhile, by visiting celebration.redbull.in, on a 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 communication code will also have two integrated VR games; ‘Red Bull Jod Ke Tod’ and ‘Red Bull Kite Fight’ for an enhanced, interactive gaming experience.

Kulavoor, the founder of Bombay Duck Designs, 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 a 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!”

Kulavoor said 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 of Indian festivals in an illustrated version,” he added.

The Limited Edition Celebration Cans will be available pan-India at retail stores for a period of two months from the second week of September until the fourth week of October. 

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