Gear up for the most ambitious social experiment across six continents  14 countries along with a crateful of ideas  In a move set to break new ground in nightlife experiences  the world s leading vodka brand  Smirnoff today unveils  The Smirnoff Nightlife Exchange Project 
Continuing on a mission to inspire and enable more one of a kind experiences  this bold attempt will see 14 countries work with respected nightlife figures to discover and celebrate the best elements of their country s nightlife  These ideas will be captured online  packed up in a crate and transformed into exciting event experiences  In an epic finale on November 27  the world will swap nights  with each country exchanging the best of their nightlife with that of another
Smirnoff believes in doing things differently: that when you overturn convention or simply change one of the ingredients of a night out  you can create something special  something extraordinary   a night you look back on and are proud to say  I was there   Part of the  Be There  campaign  The Smirnoff Nightlife Exchange Project  the brand s most audacious mission yet  sees 14 countries embarking on a cultural exchange  Hailing from six continents  the 14 countries taking part   India  USA  GB  Argentina  Australia  Brazil  Canada  Germany  Ireland  Lebanon  Poland  South Africa  Thailand and Venezuela   represent the many vibrant sights  sounds and tastes of global nightlife culture today  and will each bring a unique and exciting flavour to the project
Nikhil Chinapa  Nightlife Leader and MTV VJ  will curate The Smirnoff Nightlife Exchange Project in India  Elaborating on this extraordinary project  Nikhil Chinapa  reveals   This is a really ambitious social and cultural experiment  14 countries  six continents all sharing and exchanging key parts of their social and cultural landscape is huge…the sheer scale of it boggles the mind  So India  get ready as The Smirnoff Nightlife Exchange Project transforms your nightlife 
Abanti Sankaranarayanan  Marketing and Innovation Director  Diageo India  says   The Smirnoff Nightlife Exchange Project is an ambitious undertaking  the likes of which has never been attempted before by any brand  The BE THERE campaign is all about doing things differently: constantly challenging ourselves and we need you   our consumers   to make it happen 
The Smirnoff Nightlife Exchange Project kick starts its journey in India with the placement of three crates in India s hippest cities   Mumbai  Delhi and Bangalore at Phoenix Mills  Saket Mall and Garuda Mall respectively  These crates symbolize the concept of an exchange   the best nightlife ideas from one country are  packed  off in crates and exchanged with those of another  Interesting ideas like a techno dandia  after party hunger cravings at Bade Miyan can be swapped via these crates
In the journey to decide India s best nightlife  The Smirnoff Nightlife Exchange Project will also host pre parties in Hyderabad  Kolkata  Indore  Pune  Bangalore and Delhi  After careful selection  the vital ingredients of India s nightlife will be revealed on October 22 in Mumbai  Each country will then pack up its best nightlife ideas into a crate for one of the other countries to experience on November 27  The question is   which country will India get?
Having already rallied a global online community of over 2 million like minded people  The Smirnoff Nightlife Exchange Project puts these fans and the general public at its very centre  Via dedicated hubs on the internet www smirnoff co in and on Facebook www facebook com/smirnoffindian  consumers are invited to make suggestions for what represents the best of nightlife in their country  This could be a specific type of music  a locally conceived cocktail or a fashion trend unique to a particular part of the world  amongst others  Once the suggestions are in  the Curator  Nikhil Chinapa  will decide what will represent the very best of India s nightlife in the exchange
Shape this unique global experience and join the worldwide party on November 27  by becoming a fan at www facebook com/smirnoffindian or logging onto www smirnoff co in   it s set to be an event not to be missed