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Preserving Heritage: Seagram’s 100 Pipers’ The Legacy Project Celebrates India’s Calligraphy Traditions

~ Kalki Koechlin unveils the 100 Pipers Limited-Edition Packs at an evening celebrating Goodness through Art~

NEW DELHI, Dec. 3, 2024 /PRNewswire/ — Seagram’s 100 Pipers celebrated the elegance of India’s rich calligraphy heritage with an exclusive evening honouring the multi-year initiative, ‘100 Pipers The Legacy Project‘. Held at the Museo Camera 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, 100 Pipers The Legacy Project is dedicated to reviving and promoting traditional Indian artforms that are at risk of being forgotten. 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.

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 emphasized how the Legacy Project continues to champion the preservation of art and culture. As part of the program, 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.

Talking about The Legacy Project, Kalki Koechlin said, “I am deeply honoured to be a part of the Seagram’s 100 Pipers Legacy Project, an initiative dedicated to rediscovering forgotten Indian artforms. It’s 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. The intricate and meaningful art of calligraphy goes beyond beautiful writing; it has the means to showcase India’s rich cultural heritage and stories for generations.

As a brand with ‘Goodness’ at its core, I believe 100 Pipers The Legacy Project beautifully captures this sentiment of Goodness, pride and respect for our roots, and it’s inspiring to see how it celebrates diversity, wisdom, and our shared history. Each of the six limited edition packs launched look spectacular and honour the country’s vast diversity and beauty.” 

This year’s The Legacy Project celebrates the revival of Indian calligraphy, an art form historically rooted in the country’s religious, literary, and cultural traditions. Through limited-edition packs, the project highlights the philosophical and cultural essence of calligraphy while promoting messages of goodness, such as environmental care, pride in regional languages, and the pitfalls of materialism. 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.

“Designed in Devanagari script, the design I have done for the 100 Pipers The Legacy Project is a tribute to the importance of our mother tongue in shaping our identity. The script serves as a powerful reminder of the significance of preserving and cherishing our linguistic heritage. The design honours the beauty of the Devanagari characters while emphasizing the role language plays in preserving our culture and history. Through this limited-edition pack, I aim to celebrate the soul of India’s diverse languages and remind us of the profound connection we share with our roots,” said Nikheel Aphale talking about the collaboration with Seagram’s 100 Pipers The Legacy Project.

Tarun Deep, shared his thoughts on his bottle design, inspired by the Gurmukhi script, “My design for the 100 Pipers The Legacy Project embodies a poem that reflects the transient nature of wealth and material riches. It serves as a reminder that we all come from nothing and will leave with nothing. The design captures the poetic essence of this message, urging us to look beyond material pursuits and appreciate the deeper, more enduring values in life. Through this work, I hope to invoke a sense of introspection and remind us all of the impermanence of worldly possessions while celebrating the richness of our shared human experience.”

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.

Calligraphy, once a revered form of expression in India’s literary and cultural traditions, played a key role in shaping history. This year, the Legacy Project revives this art through limited-edition packs that celebrate calligraphy while promoting messages of goodness. Themes include the value of one’s mother tongue, environmental care, and living in harmony, alongside reflections on materialism.

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Harper Collins Publishers India Presents master storyteller Ashwin Sanghi’s latest adventure-thriller in the chart-topping Bharat Collection, The Ayodhya Alliance

Readers of smart adventure-thrillers and fans of the bestselling Bharat Collection need not wait any longer!

NEW DELHI, June 2, 2025 /PRNewswire/ — India’s master storyteller, Ashwin Sanghi, is back with a riveting new novel, the much-awaited eighth book in the Bharat Collection – The Ayodhya Alliance – set to release this June. Written in his signature style, blending mythology, history and intrigue into a compelling plot, this gripping read is perfect for fans of the genre and anyone looking for their next engrossing read. The Ayodhya Alliance is now available on preorder.

An ancient secret. A forgotten science. A battle for the future of humanity.

Talking about the new book, Ashwin Sanghi says, “What if the answers to today’s biggest questions were buried in the secrets of our past? The Ayodhya Alliance is a thriller that delves into legacy, legend, lineage and learning—told in my usual trademark blend of fact and fiction. It is my most ambitious project to date, and I hope that it will be relished by my readers.”

Poulomi Chatterjee, Executive Publisher – HarperCollins India, says, “I have long admired Ashwin for his special ability to connect dots that most of us will never notice – across civilizations and continents, races and religions, the past, present and future – in the most entertaining way possible. As far as adventure thrillers go, the novels in his Bharat Collection stand apart for the superlative imagination and craft he employs to make them riveting page-turners from the word go. The Ayodhya Alliance is undoubtedly the most accomplished and exciting book in the Collection yet. It brilliantly combines current political intrigue with an ancient mystery, and its unexpected twists and turns and frequent revelations will delight readers in the best possible ways. I’m especially glad to be publishing it alongside freshly rejacketed editions of the rest of the Bharat Collection for thriller fans everywhere.”

About The Ayodhya Alliance

An ancient secret. A forgotten science. A battle for the future of humanity.

Seven thousand years ago, as he lay dying on the battlefield of Lanka, Ravana whispered a secret to Lakshmana about a mysterious technology that held the key to Ayodhya’s prosperity and the world’s destiny.

For centuries, desperately sought by explorers, marauders and emperors alike, it has been kept hidden, safeguarded by warriors bound by an ancient oath.

Now, as tensions escalate along India’s volatile borders and a crucial defence project teeters on the brink of failure, Indian industrialist Aditya Pillai and South Korean technocrat Somi Kim are thrust into a mission that will upend everything they know.

The two realize they must act fast, but never once do they anticipate that they will stumble upon startling revelations about a miraculous force that once connected Ayodhya to Kailasa, the Pandyan Empire, Rome, Damascus, Thailand and Korea. As the forces of past and present collide, a question looms large: who will harness the power of the ultimate enigma, and at what cost?

The Ayodhya Alliance spans continents and centuries, seamlessly weaving together science, legend and history in a breathless race against time. In this sweeping, unputdownable story of intrigue, betrayal, survival and love, master storyteller Ashwin Sanghi casts his web wider than ever before, spinning once again a riveting, edge-of-the-seat thriller.

About the Author

Ashwin Sanghi is among India’s highest-selling English fiction authors. He has written several bestsellers in the Bharat Collection (The Rozabal Line, Chanakya’s Chant, The Krishna Key, The Sialkot Saga, Keepers of the Kalachakra, The Vault of Vishnu, The Magicians of Mazda) and two New York Times and The Sunday Times bestselling crime thrillers with James Patterson, Private India (sold in the U.S. as City on Fire) and Private Delhi (sold in the U.S. as Count to Ten). He has conceptualized the Kutta Kadam thriller series, with the first novel in the series, Razor Sharp, being a national bestseller. He mentors, collaborates and edits several non-fiction titles in the 13 Steps Series on Luck, Wealth, Marks, Health and Parenting. He also contributes to the opinion page of The Times of India. Ashwin has been included by Forbes India in their Celebrity 100 and by The New Indian Express in their Culture Power List. He is a winner of the Crossword Popular Choice Award 2012, Atta Galatta Popular Choice Award 2018, World Business Review Iconic Achievers’ Award 2018, the Lit-O-Fest Literature Legend Award 2018, the Kalinga Popular Choice Award 2021, the Deendayal Upadhyaya Recognition 2023, and an Honorary Doctorate from JECRC University, Rajasthan. He was educated at Cathedral and John Connon School, Mumbai, and St Xavier’s College, Mumbai. He holds an MBA from Yale University. Ashwin lives in Mumbai with his wife, Anushika, and son, Raghuvir.

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INFIDIGIT, INDIA’S LEADING SEO COMPANY, CONTINUES TO INNOVATE WITH CLIENT-CENTRIC DEVELOPMENTS THROUGH INFIGROWTH

MUMBAI, India, June 2, 2025 /PRNewswire/ — Infigrowth, the digital growth platform developed by Infidigit, India’s leading SEO agency, has introduced its SEO Audit Module — a comprehensive, AI-powered solution designed to help brands precisely identify and resolve SEO issues impacting online visibility and performance.

The SEO Audit Module offers a comprehensive site health checkup that helps brands gain clear insights into their website’s performance. By analysing critical SEO factors through advanced AI-driven technology, it highlights key areas for improvement and provides actionable recommendations. This empowers businesses to enhance their search rankings and maintain a strong digital presence.

The key features of our Automated SEO Audit Module include:

  • 200+ Pointers Checked — Covers speed, mobile-friendliness, content, backlinks, and user experience.
  • Weekly and Monthly Reports — Track SEO progress regularly.
  • Clear Fix Recommendations — Step-by-step guidance for quick fixes.
  • Issue Prioritisation — Focus on the most critical problems first.
  • Page-Level Insights — Analyse and optimise individual pages.
  • Team Collaboration — Share audits and work together in real-time.

Kaushal Thakkar, CEO, Infidigit, said, “With over a decade of experience in SEO and digital marketing, Infidigit has a deep understanding of the challenges brands face in today’s digital ecosystem. Infigrowth was created to address these challenges by offering a platform that combines AI-driven diagnostics with practical recommendations. Our SEO Audit Module enables brands to make data-driven decisions that lead to measurable growth, improved user experience, and a stronger online presence. It helps businesses stay agile and competitive in a constantly evolving landscape.”

Leveraging Infidigit’s deep industry expertise and Infigrowth’s AI capabilities, the SEO Audit Module delivers precise insights and actionable steps that enable brands to optimise their digital strategies, adapt swiftly to market shifts, and drive sustainable growth.

Beyond the SEO Audit Module, Infigrowth provides a full suite of AI-powered features — including AI Overview tracking, SearchSense, RankTracker, and SERP Comparison. They are complemented by AI-driven keyword suggestions, seasonal trend tracking, competitor benchmarking, comprehensive SERP insights, and instant ranking alerts. Together, these features provide brands with a comprehensive and proactive SEO management experience.

Looking ahead, Infidigit remains committed to continuous innovation and plans to introduce more advanced features on Infigrowth tailored to the evolving needs of digital marketers and businesses aiming to maintain a competitive edge.

About Infigrowth

Infigrowth is a cutting-edge digital growth platform developed by Infidigit, one of India’s premier Digital Marketing agencies. Specialising in AI-powered SEO and data-driven marketing solutions, Infigrowth helps brands optimise their online presence, improve search rankings, and achieve measurable business growth. With a focus on innovation, actionable insights, and comprehensive digital tools, Infigrowth empowers businesses across industries to stay competitive in the evolving digital landscape.

About Infidigit

Founded in 2017, Infidigit is an AI-enabled digital growth partner that empowers top brands to achieve impactful results across SEO, Content, PPC, ASO, CRO, Website Development, and data-driven marketing strategies. As a pioneer in AI innovation within marketing, Infidigit has developed Infigrowth — a SaaS platform designed to simplify SEO for businesses of all sizes. Over the years, Infidigit has partnered with startups, MSMEs, and enterprises across diverse industries, helping them thrive in the fast-evolving digital economy. The company’s commitment to excellence is demonstrated through over 65+ award-winning campaigns, recognised by prestigious platforms including SMX, APAC Search Awards, ET BrandEquity Shark Awards, Sparkies, and E4M IDMA.

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INFIDIGIT SECURES DUAL WINS AT BW MERIT AWARDS 2025, REINFORCING ITS LEADERSHIP IN INDIA’S SEO AND DIGITAL MARKETING LANDSCAPE

MUMBAI, India, May 30, 2025 /PRNewswire/ — Infidigit, one of India’s foremost SEO agencies, continues its award-winning streak with two prestigious wins at the BW Merit Awards 2025. The agency secured top honours for Superbalist in the Retail & Ecommerce category and HDFC Life in the Best SEO Campaign category.

Since its inception, Infidigit has maintained a clear focus by delivering measurable results that help brands realise their full potential in an increasingly competitive digital landscape. By combining data-driven strategies with deep industry insights, Infidigit tailors every campaign to address unique client challenges and market dynamics.

The agency’s proprietary platform, Infigrowth, is a critical enabler in this process, offering brands a robust, data-backed approach to digital growth, customer acquisition, and ROI optimisation. The tool empowers clients to identify growth opportunities faster via the SEO Audit and AI overviews and rank tracking feature, optimise campaigns in real time, and stay ahead of shifting consumer behaviours.

“We believe success stems from truly understanding our clients’ challenges and crafting tailored solutions that drive real impact,” said Kaushal Thakkar, CEO, Infidigit. “Our wins at the BW Merit Awards 2025 reflect the hard work, expertise, and innovative spirit of our team. We remain dedicated to delivering sustainable growth and helping brands lead their categories through strategic digital marketing.”

Neil Berrow, Engineer Manager, Superbalist said “Working with Infidigit has been valuable for our online presence. Their strategic insights, consistent communication, and measurable results speak volumes about their expertise. Truly a partner in growth.”

By prioritising quality over quantity and leveraging proprietary tools like Infigrowth, the agency continues to redefine how brands engage with customers online. Infidigit is committed to maintaining this momentum in their growth story as they drive meaningful change and deliver innovative solutions for a rapidly evolving digital landscape.

About Infidigit

Founded in 2017, Infidigit is an AI-enabled digital growth partner that empowers top brands to achieve impactful results across SEO, Content, PPC, ASO, CRO, Website Development, and data-driven marketing strategies. As a pioneer in AI innovation within marketing, Infidigit has developed Infigrowth — a SaaS platform designed to simplify SEO for businesses of all sizes. Over the years, Infidigit has partnered with startups, MSMEs, and enterprises across diverse industries, helping them thrive in the fast-evolving digital economy. The company’s commitment to excellence is demonstrated through over 65+ award-winning campaigns, recognised by prestigious platforms including SMX, APAC Search Awards, ET BrandEquity Shark Awards, Sparkies, and E4M IDMA.

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