Title | THE LEGACY PROJECT |
Brand | PERNOD RICARD INDIA PVT. LTD. |
Product / Service | 100 PIPERS |
Category | B02. Use of Ambient Media: Small Scale |
Entrant | OGILVY INDIA Gurgaon, INDIA |
Idea Creation | OGILVY INDIA Gurgaon, INDIA |
Idea Creation 2 | OGILVY INDIA Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Sonal Dabral | Ogilvy & Mather | Chief Creative Officer Ogilvy South and South East Asia & Vice Chairman, India |
Sukesh Nayak | Ogilvy & Mather | Chief Creative Officer - India |
Kainaz Karmakar | Ogilvy & Mather | Chief Creative Officer - India |
Harshad Rajadyaksha | Ogilvy & Mather | Chief Creative Officer - India |
Ritu Sharda | Ogilvy & Mather | Chief Creative Officer |
Nitin Srivastava | Ogilvy & Mather | Executive Creative Director |
Jossy Raphael | Ogilvy & Mather | Group Creative Director |
Reynold Nalin Anthony | Ogilvy & Mather | Creative Director |
Nitin Srivastava | Ogilvy & Mather | Executive Creative Director |
Nitin Srivastava | Ogilvy & Mather | Executive Creative Director |
Reynold Nalin Anthony | Ogilvy & Mather | Creative Director |
Nitin Srivastava | Ogilvy & Mather | Executive Creative Director |
Sheehij Kaul | Ogilvy & Mather | Creative Director |
Ojasvi Mohanty | Ogilvy& Mather | Creative Director |
Sajeev Manikoth Renjan | Ogilvy & Mather | Creative Controller |
Shashwat Shukla | Ogilvy & Mather | Creative Controller |
Harmeet Singh | Ogilvy & Mather | Creative Controller |
Shanta Bhuriya | Freelance | Illustrator |
D Saikiran | Freelance | Illustrator |
Durga Bai Vyam | Freelance | Illustrator |
Sanuyar Chitrakar | Freelance | Illustrator |
Susama Chitrakar | Freelance | Illustrator |
Jagdish Chitara | Freelance | Illustrator |
Sanjeev Ranga Reddy | Ogilvy & Mather | Controller- Studio Operations |
Ashwani Sinha | Ogilvy & Mather | Sr. Vice President-Planning |
Saransh Verma | Ogilvy & Mather | Account Director |
Satyajit Basu | Ogilvy & Mather | Head-Production Services |
Anand Kumar | Ogilvy & Mather | General Manager - Production Services |
Vikas Maurya | Vikas Maurya proprietorship | Director |
Tanvi Nathyal | Duet Studio LLP. | Director |
Aayush Tuladhar | Vikas Maurya proprietorship | Assistant Director |
Aryan Dhamecha | Vikas Maurya proprietorship | Editor |
Prasad Shetty | Pixel Paint | Digital Artist |
Padmaja Srivastava | Gaia Tree, Gallery of Indigenous Art | Curator of Art & Design |
Kartik Mohindra | Pernod Ricard India Pvt. Ltd. | Chief Marketing Officer |
Ishwindar Singh | Pernod Ricard India Pvt. Ltd. | General Manager of Marketing |
Udaya Rao | Pernod Ricard India Pvt. Ltd. | Assistant Brand Manager |
Anuja Gulati | Pernod Ricard India Pvt. Ltd. | Marketing Manager |
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.
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.
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.
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.
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.
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.