THE LEGACY PROJECT

Short List
TitleTHE LEGACY PROJECT
BrandPERNOD RICARD INDIA PVT. LTD.
Product / Service100 PIPERS
CategoryB04. Packaging Design
EntrantOGILVY INDIA Gurgaon, INDIA
Idea Creation OGILVY INDIA Gurgaon, INDIA
Idea Creation 2 OGILVY INDIA Mumbai, INDIA

Credits

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

Cultural / Context information for the jury

Folk art has been practiced in India for centuries, some art forms go back 1400 years. Paintings were used to decorate walls of houses; most rooted in culture and folk tales and so storytelling was a strong element. However, popularity for these arts faded and its audience shrunk as contemporary art took over. The project took these dying art forms to the masses of the country to revive them.

Tell the jury about the art direction.

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. The artworks printed on canisters are original pieces created by artists who have spent their entire lives mastering the skill. Each piece was hand drawn and then printed on canisters. The designs were a way to ensure art reaches the people of the country on a large scale, turning wine stores into art galleries.