A Transgender Pop Group Wins the Glass Lions Grand Prix

Six Pack Band for Hindustan Unilever's Brooke Bond Red Label Tea Fought Transgender Discrimination

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"6 Pack Band," a transgender pop group conceived by Mindshare Mumbai for Hindustan Unilever tea brand Brooke Bond Red Label, earned the Glass Lions Grand Prix at the 2016 Cannes Lions International Festival of Creativity. The Glass Lions category was introduced last year to celebrate work that addresses and seeks to have positive impact on gender inequality, imbalance or injustice.

For the Grand Prix winner, Mindshare and Brooke Bond partnered with Yash Raj Films India to assemble a six-person outfit, who went on to perform in and star in a series of vibrant music videos for catchy tracks, including "Hum Hain Happy," a cover of Pharrell's popular "Happy." The songs also aired on Indian radio stations and on streaming apps, and the band even went on to appear at major Indian music events including Radio Mirchi's Music Awards. The idea aimed to end the stigma against the "third gender" while also promoting Brooke Bond Red Label's mantra to "bring people together."

Read more about the other Glass Lion winners over at AdAge.com.

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Jun 20, 2016
Mindshare Mumbai
Brooke Bond Red Label
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