Best of 2016 No. 1 Integrated/IX: A Transgender Pop Band Is a Winning Spokesgroup for Unilever

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

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Editor's Pick

Through New Year's, we'll be counting down the best work of the year in TV/Film/Branded Content, Print/Outdoor/Design and Interactive/Integrated (IX) as our picks of the day.

At No. 1 in Integrated/IX, Mindshare Mumbai and Hindustan Unilever pulled off an impressive feat to promote Brooke Bond Red Label Tea's positioning of "bringing people together" -- they created a six-person transgender band. The Six Pack Band appeared in a series of fun music videos and performed at major Indian music events, and the idea earned the Glass Lions Grand Prix at Cannes this year. Read more about the man behind it, Ashish Patil of Y-Films, in the Creativity 50.

Original Post:

"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
Agency:
Mindshare Mumbai
Client:
Brooke Bond Red Label
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