NEW DELHI: Seagram’s 100 Pipers’ The Legacy Project recently won then Bronze Pencil in Design, for the best use of illustration to bring an idea to life at the prestigious One Show Awards.
The 100 Pipers Legacy Project is a platform to save the dying arts and crafts of India. Conceptualised and created by Ogilvy, Gurgaon, the Legacy Project collaborated with gond, bhil, pattua, pachedi, cheriyal and kalighat artists to curate 6 unique designs to adorn Seagram’s 100 Pipers’ Limited Edition packs. As a million-case brand, not only did the Limited Edition packs raise awareness for these dying art forms, but also helped contribute towards their revival.
Pernod Ricard India CMO Kartik Monhindra 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 Bronze Pencil at the 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."
Ogilvy chief creative officer Ritu Sharda said, "The Legacy Project sheds light on India's rich art heritage that unfortunately is under the threat of extinction today. The canisters become the new canvas for artists to showcase their beautiful artwork to the world. And the project and the recognition it has received provides a much needed platform for artists to step back into the spotlight. Work like this makes the soul happy. And the way it has been conceived and executed, in perfect harmony between the teams at Pernod Ricard and Ogilvy, does create a legacy of its own."
Ogilvy president and head of office Shouvik Roy said, "This award is very meaningful for us for two key reasons – firstly because it champions the dying arts of India and secondly because this Pencil has come to us for a brand we are really proud to partner with."
The One Show is the world’s most prestigious award show in advertising, design, and digital marketing and is regarded as one of the top prizes in the creative industry for over 40 years.
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