Seagram’s 100 Pipers whiskey recently celebrated the elegance of India’s rich calligraphy heritage with an exclusive evening honouring the multi-year initiative, ‘100 Pipers: The Legacy Project’ in Gurugram.
The event brought together vibrant expressions of script, colour and music to spotlight the beauty of the timeless tradition of Indian calligraphy. Launched in 2019, ‘The Legacy Project’ is dedicated to reviving and promoting traditional Indian art forms that are at risk of being forgotten.
This initiative has previously highlighted dying art forms like hand painting, hand-made textiles as well as India’s forgotten music forms.
This year the focus shifted to calligraphy, a once-flourishing art, central to Indian culture, which is now endangered in the digital age we live in. The evening was hosted by acclaimed actress Kalki Koechlin, who delivered a powerful poetic piece centred around the theme of ‘Goodness’.
Reflecting on Seagram’s 100 Pipers’ brand ethos, Kalki emphasised how the Legacy Project continues to champion the preservation of art and culture. As part of the programme, she unveiled the six limited-edition packs for this year’s initiative, each inspired by India’s diverse calligraphy styles and the remarkable stories they tell.
Each pack showcases the unique beauty of regional scripts – Bengali, Gurmukhi, Devanagari, Telugu and Kannada – crafted by master calligraphers. Themes range from Rabindranath Tagore’s reflections on materialism to the importance of linguistic heritage, environmental preservation, and the celebration of diversity.
Talking about the project, Kalki said, “It is heartening to see how Seagram’s 100 Pipers reinforces its commitment to preserving India’s rich cultural heritage this year with calligraphy taking centre stage. I believe the project beautifully captures this sentiment of Goodness, pride and respect for our roots.”
Attendees at the exclusive unveiling were immersed in the world of calligraphy through breathtaking art installations showcasing styles from across India. The vibrant atmosphere was elevated by live music performances, reflecting the essence of Seagram's 100 Pipers’ commitment to creating experiences that inspire and uplift.
