Case Study: How Seagram’s 100 Pipers leveraged brand milestone to reach 74 Mn users on digital millions

On hitting the milestone of selling 1 million cases in 2018, Seagram’s 100 Pipers attempted to create consumer connection with The Legacy Project, creating consumer engagement.

Brand Introduction

‘Seagram’s 100 Pipers’ is one of the largest Scotch whiskey brands in India. It is the first & only scotch brand in India to achieve the 1 million cases in a year volume sale milestone in 2018.

100 Pipers is positioned on the platform of ‘TRUE LEGENDS’, personified by successful people who rise above materialistic markers of success and lead a positive change for the society and hence, the brand’s expression of ‘Be Remembered for Good’. Over the years, 100 Pipers has consistently translated this positioning into actual consumer experiences via its platform ‘Play For A Cause’ where the brand brings together celebrated musicians & organizes performances to generate awareness & contribution for various causes that impact our society like Clean Drinking Water, Meals for the underprivileged, Kerala floods, to name a few.


In 2018, the brand crossed the 1 million case mark in annual sales. The milestone came as the perfect opportunity to once again embark on a journey of goodness with The Legacy Project – an endeavor to keep the legacy of endangered Indian art forms alive and help these communities thrive.

In 2019, Seagram’s 100 Pipers Legacy Project initiated its first chapter & touched upon six art forms namely Gond, Bhil, Pattua, Pachedi, Cheriyal, and Kalighat. It engaged with local artists from these art communities to curate a reflection of their version of what ‘goodness’ means to them. These 6 unique designs were adorned on the Seagram’s 100 Pipers Limited Edition Pack for 2019 thereby giving the art forms a sizeable platform that generates awareness about this cause.

The multiple designs showcase the artist’s renditions of ‘goodness’ – man’s relationship with nature to protect it, a marriage without hierarchy, the essence of keeping the balance intact between animals and the earth, equal treatment & collaboration between men & women, the importance of protecting water bodies and protecting the trees that are a symbol of life.

To further give these artforms a well-deserved platform for exposure, The Legacy Project was amplified via large-scale digital & on-ground campaigns.

Problem Statement/Objective

Seagram’s 100 Pipers has consistently aimed to live up to its brand philosophy of ‘Be Remembered For Good’ with various endeavors that lead to a positive change.

In 2019, the objective was to demonstrate leadership of thought yet again – bring to life the brand’s core ethos ‘Be Remembered For Good’ by championing a cause with far-reaching implications.


100 Pipers is the only Scotch to achieve the milestone of million+ cases in annual sales in India (in 2018). Our brief was simply to leverage this milestone and reinforce the brand’s leadership status, by way of demonstrating ‘leadership of thought’.

In an intensely competitive segment, it is extremely crucial to establish a leadership that is beyond facts & figures & focuses on-brand imagery. Hence, the leadership of thought is the way forward – something that stems from the brand’s core ethos ‘Be Remembered For Good’.

Creative Idea

The cultural heritage of India is enriched by the myriad arts and crafts that abound from every region. These art forms have vividly colored the space of the country but are now facing the threat of obsolescence if not supported. India’s rich art heritage is an expression of its identity and over the coming years, 100 Pipers Legacy Project aims to paint a brighter future for this cultural resource.


The key idea here was to leverage the 100 Pipers pack as an artist’s canvas and showcase the endangered Indian arts to millions of people across India. Also, develop a 360-degree campaign around the Limited Edition Packaging to further amplify reach & awareness of this cause.

100 Pipers Legacy Project is not just about preserving India’s rich heritage of native art forms but it also ensures that the creators of these arts find new patrons, purpose, and place within this changing world.


Under The Legacy Project, the brand created 6 limited edition pack designs. On the backend supply chain front, it was important to ensure that a healthy mix of these designs is available across markets in the country. This called for rigorous coordination with multiple packaging vendors, factory & supply chain teams.

Also read: Case Study: Decoding Faber-Castell’s integrated approach for ‘Art with Purpose’ campaign


100 Pipers ‘Legacy Project’ was a complete 360-degree brand campaign and not just a Limited Edition Pack intervention.

At the point-of-sale, 1 million+ packs were implemented via retail outlets – in a way, turning wine shops into art galleries. Point-of-Sale visibility served as an important element of gaining consumer attention for the cause.

In addition, the project was amplified via an intensive digital campaign – leveraging high impact YouTube & Social media promotions coupled with engaging interventions on portals relevant to the brand’s target audience.


100 Pipers ‘The Legacy Project’ has recently been awarded the coveted Bronze Pencil and a Merit at The One Show Awards in New York, the world’s most prestigious award show in advertising, design & digital marketing. The One Show awards are regarded as the top-level global recognition in the creative industry.

The campaign achieved an audience reach of 74 Mn on digital with 24 Mn+ views and 773 Mn impressions. The brand also saw a healthy business performance impact during the campaign period and extremely encouraging feedback from the market.


“Seagram’s 100 Pipers has always stayed true to its promise of “Be Remembered For Good”. The Legacy Project was an initiative that displays the brand ethos of leading a positive change in society by supporting the revival of India’s endangered art forms. Winning the Pencil at One Show Awards only strengthens our resolve of boldly marching forward on this chosen path. It’s heartening to make a difference and be globally recognized for it – it only serves to take the dying arts to a larger audience”, Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India

“The Legacy Project brings to the forefront of folk artists of India. It’s wonderful to see their work being recognized on a global platform as it gives such artists the hope and inspiration to continue on their path of creating beautiful artworks. Ogilvy and PRI have had a long association of over a decade during which we’ve built the brand together. This project is an example of how we’ve created something for a greater good and ensures the legacy of India’s art forms continue to thrive”, Nitin Srivastava, Executive Creative Director, Ogilvy, Gurgaon



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