Introduction
India is witnessing a cultural revival, with new-age storytellers, designers, and musicians reshaping the landscape of entertainment and expression. Surprisingly, one of the most influential enablers of this creative boom isn’t a film studio or media house—but a premium beverage brand: Pernod Ricard India.
From independent cinema to high fashion, Pernod Ricard India has invested in cultural platforms that have launched careers, built communities, and redefined how brands contribute to society. This article explores how the company has become a patron of Indian creativity.
Large Short Films: India’s Premier Short Film Platform
Perhaps the most iconic contribution is the Royal Stag Barrel Select Large Short Films (RSBS LSF) platform. Since its inception, it has supported over 150 short films from India’s top and emerging directors, including:
Neeraj Ghaywan (Masaan)
Sudhir Mishra
Aniruddha Roy Chowdhury
Many of these films deal with socially relevant themes—like gender identity, caste discrimination, and mental health – making RSBS LSF not just an entertainment platform, but a voice for social change.
Watch the films here: YouTube – Large Short Films
Blenders Pride Fashion NXT: Championing Indian Designers
Indian fashion has evolved from ethnic wear to avant-garde global chic. Recognizing this shift, Pernod Ricard India Blenders Pride Fashion NXT has become a prestigious platform for designers to showcase collections that combine identity, heritage, and innovation.
In 2023, Fashion NXT featured designers like Gaurav Gupta, Rimzim Dadu, and Shantnu & Nikhil – blending traditional Indian craftsmanship with future-facing design.
The initiative reaches over 10 million viewers online, providing both runway visibility and real-world business outcomes for designers.
Jameson Connects: Indie Music’s Favorite Platform
Indie music often struggles for funding and visibility in India’s Bollywood-dominated landscape. Enter Jameson Connects, a platform that offers gig spaces, artist residencies, and digital performances for emerging musicians.
The 2023 Jameson Connects Tour included acts from Shillong, Pune, and Chennai – making it one of India’s most inclusive music stages.
Read More :- How Pernod Ricard India Is Leading the Way in Green Manufacturing Practices
Art for Inclusion: Absolut’s LGBTQIA+ Collaborations
Absolut India, part of the Pernod Ricard India family, has launched various campaigns in partnership with queer artists and creators. Notable among these is the “Born Colourless” campaign, which features street murals and digital artwork championing inclusivity.
In 2022, the brand collaborated with artist Durga Gawde to produce a Pride-themed art series that went viral on Instagram and was later displayed in Mumbai art galleries.
Why It Matters: Cultural Branding With Purpose
What sets Pernod Ricard India apart from other corporate sponsors is the authenticity of its engagement. These aren’t one-off brand campaigns – they’re long-term platforms with sustained funding, mentorship, and amplification for the creative community.
Global Recognition
Pernod Ricard India’s creative partnerships have not gone unnoticed. In 2023, the company was awarded:
Campaign India Award for Best Branded Content
Spikes Asia Silver for Cultural Relevance in Marketing
Kyoorius Creative Award for Integrated Communication
Conclusion
In a country brimming with untapped talent, Pernod Ricard India is acting not just as a marketer, but as a modern-day patron of the arts. Through genuine investments in short films, fashion, indie music, and inclusion art, the company is nurturing the soul of Indian creativity—and reaping brand goodwill that goes far beyond conventional ROI.
