COMMUNICATION DESIGN - Graphic Design (Packaging)
The Legacy Project - 100 Pipers
Client: Pernod Ricard India Pvt Ltd
Entrant: Ogilvy India
Baby Blue Elephant
|Entry Title:||The Legacy Project|
|Client:||Pernod Ricard India Pvt Ltd|
|Entrant Company:||Ogilvy India|
|Description:||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.
100 Pipers lived its philosophy of 'Be Remembered for Good' through a series of limited-edition packaging. With goodness as the theme, six artists from six different art forms created their artworks which were accompanied by a QR code that further educated viewers about the art forms. The Legacy Project became a platform for the dying arts of the country and a means to take these art forms to a million eyes.
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. The artworks also turned into merchandise.
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.
|Company Credits:||Ogilvy India|
|Individual Credits:||Sukesh Nayak - Chief Creative Officer-India|
|Individual Credits:||Kainaz Karmakar - Chief Creative Officer-India|
|Individual Credits:||Harshad Rajadyaksha - Chief Creative Officer-India|
|Individual Credits:||Ritu Sharda - Chief Creative Officer|
|Individual Credits:||Nitin Srivastava - Executive Creative Director|
|Individual Credits:||Nitin Srivastava - Designer|
|Individual Credits:||Reynold Nalin Anthony - Copywriter|
|Individual Credits:||Ojasvi Mohanty - Creative Director|
|Individual Credits:||Sajeev Manikoth Renjan - Creative Controller|
|Individual Credits:||Shashwat Shukla - Creative Controller|
|Individual Credits:||Harmeet Singh - Creative Controller|
|Individual Credits:||Sheehij Kaul - Creative Director|
|Individual Credits:||Ashwani Sinha - Sr. Vice President-Planning|
|Individual Credits:||Vikas Maurya - Executive Director , Vikas Maurya proprietorship|
|Individual Credits:||Aayush Tuladhar - Assistant Directo, Vikas Maurya proprietorship|
|Individual Credits:||Aryan Dhamecha - Editor, Vikas Maurya proprietorship|
|Individual Credits:||Kartik Mohindra - Chief Marketing Officer, Pernod Ricard India Pvt.Ltd.|
|Individual Credits:||Ishwindar Singh - GM-Business Planning, Pernod Ricard India Pvt.Ltd.|
|Individual Credits:||Udaya Rao - AGM - Marketing, Pernod Ricard India Pvt.Ltd.|
|Individual Credits:||Anuja Gulati - Senior Brand -Manager, Pernod Ricard India Pvt.Ltd.|