In 2016, Hindustan Unilever and Mindshare won the prestigious Glass Lion Grand Prix for their work launching India’s first transgender pop group – The 6 Pack Band. The campaign for Brooke Bond Red Label was a response to how the 1.9 million transgender people in the country are stigmatised and alienated. By creating a pop band made up entirely of people known in India as hijras the brand shone a light on the situation, created awareness and helped reinforce the brand message Brooke Bond Red Label strives to bring people together, making the world a more welcoming place
Brought to life at Cannes Lions 2017
“We are trying to make this world a more welcoming place”
6 Pack Band
One of the main objectives of the work with 6 Pack Band was to help force India to confront its prejudices and change the way ‘the third gender’ are perceived. So, one year after the campaign won big at Cannes Lions, the band returned to the Festival to update the world on how the mission has progressed. Following an appearance on stage we spoke to the band, as well as Mindshare’s Amin Lakhani, to find out what they’ve been up to.
"If you can entertain the crowd at this level, then nothing is impossible"
6 Pack Band
And to prove the point, 6 Pack Band concluded their participation at Cannes Lions with a live performance at one of the Awards Shows...