Why is this work relevant for Direct?

In a country with a population of over a billion people, there are only a few who are familiar with India's rich art heritage. Where one would only be exposed to art at exhibitions or museums, with The Legacy Project we put those art forms into their hands. We turned wine stores into art galleries where everyone could walk home with an artwork of India's rich folk art heritage.

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. The brief was to create a series of limited-edition packaging, keeping the brand's philosophy of goodness at the very centre. Through this series, the brand wanted to not just preach its philosophy, but live it as well.

Describe the creative idea (30% of vote)

100 Pipers wanted to release a series of limited-edition packaging. The packaging needed to be in line with philosophy of the brand, ‘Be Remembered for Good’. Keeping in mind that art is not easily accessible to the country, The Legacy Project was created as a platform for artists to spread the word about their art forms. 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 strategy (20% of vote)

As the largest selling scotch in India, our strategy was to communicate our leadership status to attract new entrants. But in a dark market with restrictions on alcohol advertising, retail becomes a key battlefront to convert customers. Therefore we decided to launch a limited edition pack that would not merely carry our message, but bring about a positive change to connect with the ‘woke’ generation. True to the ethos of the brand and its philosophy of ‘be remembered for good’, we decided to preserve India’s legacy by saving India’s many art forms from extinction.

Describe the execution (20% 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 (30% 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. Workshops were held at leading art colleges to teach the youth about the intricacies of these folk arts. Over 700,000 canisters were sold with a reach of over 74 million and 773 million impressions. Sales went up by 20% and the website received 270,000 hits.