It was indeed a proud moment for India, when GroupM's Mindshare took home the Grand Prix in the Glass Lions category for its campaign ‘The 6-Pack Band’, a branded content initiative for Hindustan Unilever’s Brooke Bond Red Label.
Both the brand and the agency have earned several accolades for creating India’s first transgender pop band. The normally reticent Prasanth Kumar, CEO South Asia, Mindshare is elated at this epic win and in high spirits. Kumar talks about what went behind creating the Transgender Pop Group, feeling even more motivated with the recognition at Cannes, insights behind the campaign and more…………
What was the brief from the client and the reason for creating the Transgender Pop group?
The premise of the brand Brooke Bond Red Label is to break barriers and make the world a more welcoming place – one cup at a time.
The brand has previously been seen as a catalyst, melting differences and awkwardness, be it at the latent discomfort between communities or at the non- acceptance of a live-in relationship by conventional parents.
This time, the brand took up the issue of a pertinent social inequality that blatantly exists in spite of equality before law and recognition by the books. The brand decided to salute the indomitable spirit of the trans- genders and take a step towards promoting their cause.
Any insights that led to the final product?
The issue of transgender and their real position in the society was a strong thought provoker. We believed, we needed to work on adversity towards gender inequality, imbalance and injustice. We needed to make the world a more welcoming place, this time for the third gender, thus came the Brooke Bond Red label 6-Pack band.
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."
In terms of impact and results, what has the piece done for the brand Brooke Bond?
It has had a positive impact on the brand with significant uplift on imagery statements.
Were you expecting this level of recognition at Cannes this year?
We knew the work is unique and a bold one. We were confident the series would be acknowledged at Cannes. We are clearly motivated and feel blessed at the recognition at the mecca of creativity!