A global recognition for the brand, that endeavors to revive endangered art forms of India
New Delhi - As a stamp of recognition, 100 Pipers ‘The Legacy Project’ has been awarded the coveted Bronze Pencil and a Merit at The One Show Awards in New York, the world’s most prestigious award show in advertising, design & digital marketing. The One Show awards are regarded as the top-level global recognition in the creative industry.
Seagram’s 100 Pipers has consistently lived its brand philosophy of ‘Be Remembered For Good’ with various endeavours that lead a positive change. In 2019, the brand embarked on yet another journey of goodness with The Legacy Project; to keep the legacy of endangered Indian art forms alive and help these communities thrive.
2019 saw the first chapter of 100 Pipers Legacy Project where the brand curated designs from six Indian art forms across India - Gond, Bhil, Pattua, Pachedi, Cheriyal and Kalighat. It engaged with local artists from these art communities to present a reflection of their version of ‘goodness’. To take these 6 unique designs to a larger audience, they embellished the new Seagram’s 100 Pipers Limited Edition Pack for 2019 with them.
To further give these artforms a well-deserved platform for exposure, this was amplified via large-scale digital & on-ground campaigns.
Speaking about the award, Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India said, “Seagram’s 100 Pipers has always stayed true to its promise of “Be Remembered For Good”. The Legacy Project was an initiative that displays the brand ethos of leading a positive change in the society by supporting revival of India’s endangered art forms. Winning the Pencil at One Show Awards only strengthens our resolve of boldly marching forward on this chosen path. It’s heartening to make a difference and be globally recognised for it – it only serves to take the dying arts to a larger audience”.
Sharing his enthusiasm about the legendary win, Nitin Srivastava, Executive Creative Director, Ogilvy, Gurgaon said, “The Legacy Project brings to the forefront folk artists of India. It's wonderful to see their work being recognised on a global platform as it gives such artists the hope and inspiration to continue on their path of creating beautiful artworks. Ogilvy and PRI have had a long association of over a decade during which we've built the brand together. This project is an example of how we've created something for a greater good and ensures the legacy of India's art forms continue to thrive.”
The brand 100 Pipers is positioned on the platform of ‘TRUE LEGENDS’, personified by successful people who rise above materialistic markers of success and work towards leading 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 through interventions like The Legacy Project and the ‘Play For A Cause’ music events. With Play For A Cause, the brand brings together celebrated musicians & organizes performances to generate awareness & 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; market leader in Standard Scotch segment with twice the size of nearest competition. It is the first & only scotch brand in India to achieve the milestone of selling 1 million+ cases in a year in 2018.