Mindshare Fulcrum gets HUL & YRF for India’s first transgender band

07 Jan,2016

By Pritha Dasgupta


Hindustan Unilever’s tea brand Brooke Bond Red Label and Yash Raj Films (YRF) have come together to launch India’s first transgender music band as a part of cobranded association. Conceptualised by Mindshare Fulcrum, the idea was pitched to HUL by YRF on Content Day in June last year.


This six-member band will be called Brooke Bond Red Label 6-Pack band that will make six songs. YRF will make six music videos featuring Sonu Nigam and the band. Brooke Bond Red Label spokesperson Shiva Krishnamurthy said, “Brooke Bond Red Label believes in making the world a more welcoming place and we encourage people to live those little moments that bring us all closer by breaking barriers over a cup of tea. This time we chose the medium of music to spread this message.”


Ashish Patil, business & creative head, VP: Youth Films, Brand Partnerships, Talent Management at Yash Raj Films India, said, “It takes huge conviction and belief for a brand to do something so risky. We pitched the idea to HUL on Content Day and now after all these months it is materialising.”




Source:The Economic Times

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