100 Pipers sets a world record with a musical movement executed by Mirchi that witnessed 108 bands performing simultaneously across 27 cities
A one-stop solution from ideation to execution,
Mirchi, India’s no.1 city-centric music and
entertainment company, activated a one-of-a-kind country-wide campaign for 100 Pipers - 100
Gigs Play for a Cause, which now enters the Limca Book of Records. With 108 gigs hosted at 108 different locations across 27 cities, the brand curated the largest musical
movement in India. Conceptualized by Wavemaker and executed by Mirchi, the
campaign was aimed at creating awareness around social and environmental issues
pertaining to each of the 27
cities.
100 Pipers wanted to highlight
the need to stop air pollution in Delhi and Gurgaon, attaining gender equality
in Jaipur, and driving attention towards the significance of saving water in
Chandigarh, Mohali and Ludhiana, and several such city-specific concerns. Thus,
Mirchi along with the advertising and marketing agency Wavemaker, brought
together some of India’s most popular bands like Parikrama, The Local Train,
Agnee and Goshai Gang, among others, on-board to perform simultaneously across 27 cities. Through Mirchi’s strong hyperlocal radio
and social media network, the campaign generated awareness around the pertinent
issues faced by the cities with each gig.
The
campaign addressed 15 different social causes,
witnessed over 50,000 attendees across the
country, and garnered over 40
Million impressions on social media.
Commenting
on this achievement Nandan Srinath, Executive President, Mirchi said, “In 2019, 100
Pipers aimed to build awareness for multiple social and environmental causes
across cities. With our core proposition of creating tailormade solutions for
our client’s marketing objectives, we curated an extremely unique campaign that
held 108 gigs simultaneously in 27 cities for the causes. We leveraged our creative
might, sectoral expertise, and hyperlocal strength to roll out this large-scale
campaign successfully. We are so thrilled to have our efforts recognized and to
have the client campaign be a part of the iconic Limca Book of Records 2021.”
Kartik
Mohindra, Chief Marketing Officer, Pernod Ricard India said, “Seagram’s 100 Pipers believes in leadership with brand purpose.
Over the years, it has celebrated several social causes that resonate deeply
with the brand’s discerning and caring consumers. The 100 Pipers’ ‘Play for a Cause’ had brought together,
on a single day, 107 celebrated musicians and
bands across 27 cities to generate
awareness about 15 adopted causes like
Pollution Control, Save the Hills, Celebrate & Revive Dying Arts of India,
Save the Oceans, Environment Protection, Meals for underprivileged, Single Use
Plastic Ban, Earthquake & Flood Relief, Rain Water harvesting to name a
few. The entire country resonated with
the sound of goodness with over 100
gigs in a one single day, bringing alive our proposition ‘Be Remembered for
Good’. We are humbled and honored that the “Initiative with Purpose” is now in
the Limca Book of records, the epitome of recognition of our social effort. A
special shoutout to our partners who shared our vision - Wavemaker, our
execution partner-Mirchi (Times of India Group)”
Mirchi
amplified the campaign by leveraging multiple formats like on-air platforms, RJ
networks as well as digital assets to make this campaign a success.
