Breathes Life Back Into Dying Arts Of India

Seagram’s 100 Pipers has consistently lived its brand philosophy of ‘Be Remembered For Good’ with various endeavours that lead to a positive change. In 2018, the brand had crossed the monumental 1 Million case mark in annual sales, further cementing its market leadership. The milestone came as the perfect opportunity to once again embark on a journey of goodness with The Legacy Project. The objective is to keep the legacy of various endangered Indian art forms alive and help these communities thrive, year on year.

In 2019, Seagram’s 100 Pipers Legacy Project touches upon six art forms namely Gond, Bhil, Pattua, Pachedi, Cheriyal and Kalighat. It engaged with local artists from these art communities to curate a reflection of their version of what ‘goodness’ means to them. These 6 unique designs have been adorned on the Seagram’s 100 Pipers Limited Edition Pack for 2019 thereby giving the artforms a sizeable platform that generates awareness about this cause.

The multiple designs showcase the artist’s renditions of ‘goodness’ - man’s relationship with nature to protect it, a marriage without hierarchy, the essence of keeping the balance intact between animals and the earth, equal treatment and collaboration between men and women, the importance of protecting water bodies and protecting the trees that are a symbol of life.

Speaking about the latest campaign, Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India said, “Seagram’s 100 Pipers believes in leading with purpose. It has always worked on initiatives that lead to a positive change in society. Starting this year, the brand has launched ‘100 Pipers Legacy Project’- a platform to support the endangered arts and crafts of India. There are various art forms in India currently on the verge of being forgotten. The 100 Pipers Legacy Project is an endeavour to bring these art forms back into the spotlight, providing a platform to artists to showcase their art to the world. It is an initiative that springs from the very philosophy of the brand – Be Remembered For Good”

Sharing creative details of the campaign, Nitin Srivastava, Executive Creative Director, Ogilvy, Gurgaon said, “Art they say, is a chronicle of a nation’s soul. It is a repository of who we are. Art is our identity. An expression of the dreams and aspirations of its people. And the unwritten art forms handed down generations, keep these unwritten traditions alive. 100 Pipers Legacy Project is about preserving India’s rich heritage of native art forms and ensuring that the creators of these arts find new patrons, purpose and place within this changing world. We collaborated with the artists of India's dying art forms to create their vision of goodness, which became the design of our Limited Edition Packaging. Our idea connects beautifully with the brand purpose of being ‘Remembered for Good’ with authentic intent.”

India’s rich art heritage is an expression of its identity and over the coming years, 100 Pipers Legacy Project aims to paint a brighter future for this cultural resource.

The brand 100 Pipers is positioned on the platform of ‘TRUE LEGENDS’, personified by successful people who rise above materialistic markers of success and lead a positive change for the society. And hence, the brand’s expression of ‘Be Remembered For Good’. Over the years, 100 Pipers has consistently translated this positioning into actual consumer experiences via its platform ‘Play For A Cause’ where the brand brings together celebrated musicians and organizes performances to generate awareness and contribution for various causes that impact our society like clean drinking water, meals for the underprivileged, Kerala floods, to name a few.

Seagram's 100 Pipers is the largest Scotch Whisky brand in India; the market leader in Standard Scotch segment with twice the size of the nearest competition. It is the first and only scotch brand in India to achieve the 1 million cases in a year volume sale milestone in 2018.