Background

India has a very rich art heritage. For centuries these folk art forms have been practiced and their legacy taken forward by the young. But today’s fast moving and ever-changing world has resulted in these art forms being forgotten and on the verge of extinction. Through a series of limited-edition packaging, the idea was to take art to the common folk of the country and educate them by shedding light on these folk art forms. This is turn would also help the artisan community as their work was taken to a million eyes.

Describe the creative idea (40% of vote)

100 Pipers wanted to release a series of limited-edition packaging. The packaging needed to be in line with the philosophy of the brand, ‘Be Remembered for Good’. With goodness as the theme, six artists from six different art forms created their artworks which were accompanied by a QR code that led to a microsite educating the viewers about the six art forms.

Describe the execution (40% of vote)

India’s dying folk arts were printed on canisters with original pieces created by artists who have spent their entire lives mastering the skill. Each piece was originally hand drawn and then printed on canisters. The theme for each piece arose from the philosophy of the brand – goodness. Wine stores across the country turned into art galleries and art reached the common people. Workshops were carried out at leading art colleges teaching students the intricate details of these art forms, all to carry forward this century-old legacy.

List the results (20% of vote)

Prominent art personalities lauded the effort and the unique platform created for artisans that helped artists and their art forms step back into the spotlight. Over 700,000 canisters were sold with a reach of over 74 million and 773 million impressions. The website received 270,000 hits.