Absolut Mixers Brings ‘Born Colourless’ Philosophy to Life at Echoes of Earth 2025

Absolut Mixers unveiled The Absolut Blue Trail at Echoes of Earth 2025, delivering an immersive artistic journey that translated Absolut’s iconic “Born Colourless” philosophy into a powerful expression of nature, creativity, and coexistence.

Rooted in the belief that true vibrancy emerges when differences blend freely, Absolut’s colourless worldview found a natural partner in Echoes of Earth—India’s leading sustainability-led music and culture festival. The festival’s 2025 theme, “Nature’s Intelligence,” echoed this shared ethos, spotlighting ecosystems that thrive through balance, diversity, and collaboration.

The Absolut Blue Trail: Where Art, Nature, and Connection Converge

The Absolut Blue Trail brought together three artists who reimagined the colour blue—not as a pigment, but as a phenomenon that exists only through harmony and interaction in nature. Each installation was crafted using reclaimed and repurposed materials, reinforcing the festival’s sustainability narrative.

• Trishala Srinivas explored the Indian Roller, a bird renowned for its vivid blue plumage and dramatic aerial movement, celebrating freedom and rhythm in nature.
• Alt-Native, an artist collective, drew inspiration from the Peacock Mantis Shrimp, whose extraordinary visual spectrum and striking blue tones symbolise unseen complexity and coexistence.
• Mechanimal delivered a kinetic interpretation of the endangered Gooty Tarantula, transforming fragility into strength while highlighting conservation through innovation and reuse.

Together, the installations invited audiences to reflect on how colour, like creativity, is born from interaction rather than isolation.

The Absolut Stage: A Living Canvas of Transformation

Extending the experience beyond installations, the Absolut Stage took inspiration from nature’s ultimate shape-shifter—the Mimic Octopus. Adaptive, fluid, and expressive, the stage evolved continuously with live performances, embodying Absolut’s belief in transformation through openness, mixing, and creative freedom.

The stage design functioned as a dynamic environment, responding to sound, movement, and light—turning performances into immersive, multi-sensory experiences.

Music as a Medium of Connection

Echoes of Earth 2025 curated a compelling musical lineup that mirrored Absolut’s philosophy of inclusivity and creative exchange. The Absolut Stage became a focal point for some of the festival’s most memorable performances:

• Stavroz closed Day One with cinematic, jazz-infused electronica that felt immersive and organic.
• The F16s delivered a high-energy indie-rock set blending disco grooves with punk-inflected intensity.
• Graysokker wrapped up the Octo Jones stage with a euphoric fusion of reimagined rock and electronic anthems, energising the crowd with a dance-driven finale.

The performances reinforced the idea that music, like art and nature, thrives when genres and influences intersect.

Brand Perspective

Pulkith Modi, General Manager – Marketing, International Brands at Pernod Ricard India, said:

“At Absolut, we believe in a world that embraces authenticity, inclusivity, and the freedom to express without labels—a world that is Born Colourless. Our collaboration with Echoes of Earth reflects this belief, celebrating the purity of expression found in nature, culture, and art. Together, we’re creating a space where creativity flows as freely, consciously, and inclusively as the world we aspire to build.”

A Festival Built on Purpose

Held on December 13 and 14 in Bengaluru, Echoes of Earth 2025, in partnership with Absolut Mixers, brought together over 30 artists and bands from India and abroad, alongside immersive art installations, workshops, and community-led experiences.

Through The Absolut Blue Trail, Absolut Mixers invited audiences to step into a colourless world—one where art, nature, music, and community blend seamlessly to create something truly iconic.