Brooke Bond Red Label 6-pack band live at Cannes

21 Jun,2017

By A Correspondent

 

At Cannes 2016, it won for Mindshare the coveted Grand Prix Glass Lion. A year later, India’s first transgender band, the Brooke Bond Red Label 6-Pack Band performed live at Cannes, its first in an international arena.

 

Speaking about the event, Shiva Krishnamurthy, Brooke Bond Red Label spokesperson and Category Head – Tea, Hindustan Unilever Limited, said: “It is a wonderful feeling to see the Brooke Bond Red Label 6 Pack band getting acknowledgement and accolades at the Oscars of advertising. It feels great to know that through our association with the campaign, we have been able to spread our message of inclusiveness, encourage people to become more accepting, break barriers and bond over a cup of tea.”

 

The campaign is also a ‘best-in-class’ example of Unilever’s Unstereotype initiative in action. Unstereotype, launched last year at the 2016 Cannes Lion Festival of Creativity, aims to advance advertising away from stereotypical portrayals of gender; delivering fresh campaigns that are more relevant to today’s consumer. The Brooke Bond Real Label 6-pack Band was formed in response to the insight that deep-rooted stereotypes hold us back from forming new relationships.

 

Added Gauravjeet Singh, Head Media South Asia for Hindustan Unilever: “We are grateful to the committee at the Festival of Creativity, Cannes to recognise the Brooke Bond Red Label 6-Pack Band. The journey of the band has been challenging as they have fought social barriers throughout their lives without losing hope. The strength of these 6 individuals is truly inspiring and today we see them perform on a global platform.”
Said Amin Lakhani, Leader, Fulcrum, Mindshare South Asia: “It is indeed a proud moment for India as our work is showcased at Cannes – the mecca of creativity. We are grateful to the Festival of Creativity, Cannes and to the Mindshare global leadership to recognise the Brooke Bond Red Label 6-pack band, and invite them to perform for a global audience. This is a testimony and belief in our work that began almost two years ago at the HUL Content Day in June 2015. The band faced a lot of challenges throughout their journey, which now culminates to the Cannes stage. Their inspiring performance today is symbolic to their determination and ‘make it happen’ spirit. Truly a collaborative effort between Unilever, Mindshare, Yash Raj Films & Music boutique- who have partnered in this magnificent journey”

 

Added Ashish Patil, Head of Y-Films, Producer, Brooke Bond Red Label 6-Pack Band said, “We have always known that music can change the world because it can change people. We are super thrilled that our little band, India’s 1st Transgender band, the Booke Bond Red Label 6-Pack Band is on such a massive platform at the prestigious Cannes festival. Here’s hoping we can take this important message of love and equality out to as many people in the world as possible. Full power to them!”

 

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