See ‘Goodness’ in a new light with Seagram’s 100 Pipers
Seagram’s 100 Pipers Music CDs has always put 'goodness' at the forefront. Its advertising revolves around the thought 'Be Remembered for Good'; the brand endorses people who leave a legacy by going beyond material success and lead a positive change in the society – becoming true legends.
The latest campaign features the well-known actor Rahul Khanna and looks at goodness through the lens of time. It shows how while most good things & good feelings in life are transient, the impact of an inspiring act of goodness lasts more than a lifetime.
The campaign is brought alive in two films which show the protagonist navigating a journey of different moments of goodness; from a fleeting moment to some where the feeling of goodness lasts slightly longer. The two films culminate in a larger act of goodness: one ending shows the protagonist involved in a global cause of cleaning the ocean; the other shows him volunteering for a musical performance at an Old Age home for the benefit of its occupants - Playing For A Cause.
Speaking about the latest campaign, Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India said, “Seagram’s 100 Pipers has always stood for leaving a legacy by making the world a better place. The new campaign looks at the brand’s expression of ‘Be Remembered for Good’ from a fresh creative lens. It also, for the first time, brings on board a face for the brand by associating with accomplished actor Rahul Khanna. We are confident that this campaign will strike a chord with our target audience & inspire more people to devote themselves to a greater good.”
Expressing his excitement about the campaign, Actor Rahul Khanna said, “Tangible rewards are outward evidence of one’s achievements, however there is a stronger need to go beyond material success. The new Seagram’s 100 Pipers campaign highlights the deeper sense of fulfilment we achieve when we work towards the good of society.”
Sharing creative details of the new TVC, Nitin Srivastava, Group Creative Director, Ogilvy said, “Lasting goodness outlasts the short lived and the transient. There is the joy of good times and good moments enjoyed together, but what's remembered is acts of goodness with a lasting impact. This simple yet powerful human insight is what powers the communication for 100 Pipers - a brand that has always put the wellbeing of others beyond mere personal gain. This is what lets us 'Be Remembered for Good'.
The film is directed by noted German director Tom Schlagkamp. Sensitively captured by highly sought out cinematographer Thimios Bakatakis. Styled by leading fashion designer Ashish N Soni. Art directed with a real life yet luxurious feel by Lina Nordqvist. Print shot by aesthete Bharat Sikka.”
The campaign is scheduled to go on air from 26 Dec 2018 on all DTH channels and digital media.
TVC Link: https://youtu.be/20uNwO_Za3U