Vikram Seth is not only a gifted writer but also a painter. In this campaign series, each of his canvases is a symbol of a "Rasa" blending music,dance and art, giving them an ethereal feel . He breathes life not only into words and poems but also to colors by giving them a new dimension on his canvas.
His Blue Canvas contribution to the Absolut campaign, has "Na Main,Na Mai" in Urdu and Nastaleeq script scrawling over the blue bottle in gold letters. It reflects the "Shanta Rasa" or Peace.
A nod to the peerless Harivanshrai Bacchan, Vikram Seth borrows "Pyasa Pyala" in Devanagiri script, meaning the "Thirsty Cup" from "Madhushala". The image is of surreal love that "Shringar Rasa" is about.
All the three canvases represent the true spirit of Absolut.
This exhibition makes Vikram Seth the fourth Indian to contribute the iconic Absolut campaign.