Seagram’s 100 Pipers, with the new chapter of The Legacy Project, has launched six limited edition packs, to bring alive the Indian regional scripts through this art form.
The Legacy Project is a multi-year initiative dedicated to rediscovering forgotten Indian art forms. As per the brand, this launch has reinforced its commitment to preserving India’s rich cultural heritage.
While one of the limited-edition packs has Rabindranath Tagore’s poem about the pitfalls of materialism using Bengali calligraphy, another one narrates Bharatendu Harishchandra’s poem about taking pride in one’s mother tongue using Devanagari calligraphy.
Similarly, other packs bring stories of goodness through calligraphy using Gurmukhi, Kannada, and Telugu.
The Legacy Project, Launched in 2019, is dedicated to reviving and promoting traditional Indian art forms that are at risk of being forgotten, the brand clarified. This initiative has previously highlighted dying art forms like hand painting, handmade textiles as well as India’s forgotten music forms.
This year the focus shifts to calligraphy- a once-flourishing art, central to Indian culture, which is now endangered in the digital age we live in. The project aims to spotlight calligraphy’s significance and ensure that its rich legacy endures.
Calligraphy, historically more than decorative art, was a revered form of expression deeply rooted in India’s literary and cultural traditions. From literature to royal decrees, it played a pivotal role in shaping Indian history. This year, The Legacy Project revives this lost art form through limited edition packs that not only celebrate calligraphy but also convey messages of goodness.
Apart from the poems on the pitfalls of materialism and pride in one’s mother tongue, it also highlights themes like environmental care, as well as about living in harmony with each other. In all, these packs reconnect audiences with the cultural and philosophical essence of Indian calligraphy.
Speaking about the development, Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India, said, “100 Pipers Legacy Project is a multi-year initiative dedicated to reviving and celebrating India’s diverse artistic traditions. Over the years we’ve championed various lost artforms, from hand painting to handmade textiles with a vision to help consumers rediscover these forgotten artforms. This year, we are focussing on the intricate and meaningful art of calligraphy. Calligraphy is not just about beautiful writing; it has been the means to showcase India’s rich cultural heritage and stories for generations. We are proud to launch this year’s Legacy Project as a platform to showcase calligraphy, ensuring that this ancient art form continues to thrive in the modern world.”
