Seagram’s 100 Pipers latest campaign features actor Rahul Khanna and looks at goodness through the lens of time. It shows how while most good things and good feelings in life are transient, the impact of an inspiring act of goodness lasts more than a lifetime.
Seagram’s 100 Pipers Music CDs’ advertising revolves around the thought 'Be Remembered for Good'; the brand endorses people who leave a legacy by going beyond material success and lead a positive change in the society.
The campaign is brought alive in two films which show the protagonist navigating a journey of different moments of goodness; from a fleeting moment to some where the feeling of goodness lasts slightly longer. The two films culminate in a larger act of goodness: one ending shows the protagonist involved in a global cause of cleaning the ocean; the other shows him volunteering for a musical performance at an old-age home for the benefit of its occupants — Playing For A Cause.
Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India, said, “Seagram’s 100 Pipers has always stood for leaving a legacy by making the world a better place. The new campaign looks at the brand’s expression of ‘Be Remembered for Good’ from a fresh creative lens. It also, for the first time, brings on board a face for the brand by associating with accomplished actor Rahul Khanna. We are confident that this campaign will strike a chord with our target audience and inspire more people to devote themselves to a greater good.”
Sharing creative details of the new TVC, Nitin Srivastava, Group Creative Director, Ogilvy, said, “Lasting goodness outlasts the short lived and the transient. There is the joy of good times and good moments enjoyed together, but what's remembered is acts of goodness with a lasting impact. This simple yet powerful human insight is what powers the communication for 100 Pipers — a brand that has always put the wellbeing of others beyond mere personal gain. This is what lets us 'Be Remembered for Good'.
“The film is directed by German director Tom Schlagkamp, sensitively captured by cinematographer Thimios Bakatakis, styled by fashion designer Ashish N Soni, art directed with a real life yet luxurious feel by Lina Nordqvist, print shot by aesthete Bharat Sikka.”
The campaign went on air on all DTH channels and digital media.
Client: Seagram’s 100 Pipers
Creative Agency: Ogilvy
Title of Campaign: ‘Goodness that lasts forever’
Group Creative Director: Nitin Srivastava
Group Creative Director: Jossy Raphael
Creative Director: Sheehij Kaul
Associate Creative Director: Reynold Anthony
Account Management Team:
President, Branch Head, Ogilvy North: Kapil Arora
Client Servicing Director: Geetika Jatta
Account Director: Saransh Verma
Production: Ransom Film
Director: Tom Schlagkamp
or: Tom Schlagkamp