Himalayan Sparkling, a mineral water brand introduces a unique packaging innovation for its limited-edition 'sound cap' bottles, that are designed to play the sound of wind from the upper reaches of the Himalayas when you twist open the cap of the bottle.
Designed and developed by J. Walter Thompson (JWT) India, the sound cap has a built-in chip that is triggered when the bottle is opened and silenced when the bottle is closed. The innovation features live sounds of whistling winds, melting mists, drop by drop percolation and rare rock surface liquid percussions, that were captured over 20 years using high altitude radio transmitters and underwater stream synthesizers, installed in the Himalayan mountains. The cap features an embossed logo of Himalayan and is coloured with shades of silver.
Click below to listen to the whistling sound of the Himalayas
Senthil Kumar, chief creative officer, JWT India shares, "The sound cap was designed to bring alive the source of Himalayan Natural Mineral Water and make it a unique multi-sensorial consumption experience for every consumer. This idea took the team over two years to develop and was implemented through intensive collaboration with sound engineers, time lapse trackers and product design experts across the world. The R&D team at NourishCo has painstakingly ensured that the design and the experience is elevated within the product environment."
To amplify the launch, JWT has developed an epic time travel film capturing the journey of a drop of water traversing 20 years in the Himalayas.
Kumar further adds, "The film features an unparalleled journey stitched together from thousands of high altitude soundscapes and waterscapes captured by Himalayan Sherpas, Mountaineers, Filmmakers and Travel photographers. The visual design merges time lapse and hyper lapse waterscapes into an endless Himalayan soundscape stretching across 20 years, from the summit to the source" .
Kuttiah K S, VP and head of marketing, NourishCo Beverages shares, "This sound cap is a celebration of the rawness and fineness of Himalayan - two propositions that make Himalayan Sparkling a perfect accompaniment for fine dining experiences."
The limited-edition bottles are being made available at select outlets in Mumbai and New Delhi.
CREATIVE AGENCY: J. WALTER THOMPSON
Chief Creative Officer: Senthil Kumar
Senior VP & Managing Partner: Varun Channa
Executive Business Director & VP: Ritu Nakra
Design: Anirudh Verma & Himalayan Team
Film Production House: Scrambled Eggs
Executive Producer: Rajiv Vishwanathan
Director: Senthil Kumar
Cinematography: 108 Himalayan Photographers & Timelapse Trackers
Sound Design: Dhruv Ghanekar + Original Himalayan Soundscape Artists
Editor: Priyank Premkumar