Client Pernod Ricard India Pvt. Ltd.
Brand Seagram’s 100 Pipers
Agency Ogilvy
Brief Seagram’s 100 Pipers was organizing a special Sufi Rock concert in India as part of its true legend musical evenings. The brief was to announce the event.
Scale & Location
These outdoor hoarding were 12 feet x 6 feet and placed at different cultural venues and popular heritage sites.
Sufi Rock combines classical Sufi music with Rock music. The unusual billboard fused the jali (perforated, latticed screen) from Islamic architecture with a symbol widely used by rock and metal fans: power ballad symbol (with a lighter). It was die-cut using laser beams to create a beautiful ambiance when it interacted with light.



Sufi Rock

Sufi Rock Lighter - Outdoor

Sufi Rock Lighter - Indoor