GUWAHATI: A picture of Seagram's 100 Pipers packaging with alleged prints of Assamese Gamosa is going viral on social media. Several people have claimed that this is a disrespect to the traditional Gamosa, which recently received a GI Tag.
100 পাইপাৰ বটলত গামোচাৰ ছবি! নাচনী, ঢুলীয়া, ঢোল, পেঁপাৰ চানেকি। আহক ৰঙালী বিহুত "ফূৰ্তি কৰোঁ"। জাতীয় ফ্লেভাৰ এটা লগাই দিছে যেতিয়া! মুঠতে এইবাৰ ৰঙালী বিশেষ ভাবে হ'ব! pic.twitter.com/VPAaKvIOgZ
— Pankaj Bhattacharjee (@pankajbhatta) April 3, 2023
However, the claim made is false. The art on the packaging is a part of "The Legacy Project 2022" of Seagram's 100 Pipers.
The design which is claimed to be of Gamosa by netizens, is actually, Yakshagana, illustrated through Kaavi Art from the region of Karnataka.
"Derived from a folk song, this piece talks about women empowerment and the need for equal status for both women and men. It details the life of a married woman who breaks barriers and becomes a successful ruler/zamindar, making a name for herself. All of which is beautifully captured in the artwork," read the description of the art. The art features instruments like Chaande, Maddale and Harmonium.
Image Caption: Image from the 100 Pipers website of the Yakshagana Packaging
Further, a description on the website reads, "India is a land rich with art and culture. Whether it's art or music, the country has an abundance of these treasures. But sadly, some of them are on the verge of being forgotten. The Legacy Project is a venture by Seagram's 100 Pipers to bring them back into the spotlight. It provides a platform for artists to showcase their work to the world. An initiative that springs from the very philosophy of the brand — 'Be Remembered For Good.' This year, we shift our focus to Indian Folk Music. Each piece that is adorned on the Seagram's 100 Pipers packaging is inspired by a folk music form and brought to life by an art form of that region. These are new pieces of work that have been created for the sole purpose of this project. Each piece is a reflection of the artist's version of what goodness means to them."
Image Caption: The description of the Yakshagana Packaging Design
Since the packaging is white and red in colour, people have assumed that it is a Gamosa. Also, several people assumed that the new packaging came up as a pre-Rongali Bihu marketing campaign.
