Scotch Whisky brand Seagram's 100 Pipers has started a Legacy Project with an objective to keep the legacy of various endangered Indian art forms alive and help these communities thrive, year on year.
The project touches 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 six unique designs have been adorned on the Seagram’s 100 Pipers Limited Edition Pack for 2019, thereby giving the art forms 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.
Over the coming years, 100 Pipers Legacy Project aims to paint a brighter future for this cultural resource.
Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India, said, “Seagram’s 100 Pipers believes in leadership with purpose. It has always worked on initiatives that lead a positive change in the 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.”
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.”
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 translated this positioning into actual consumer experiences via its platform ‘Play For A Cause’ where the brand brings together celebrated musicians and organises 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.