6 Pack Band is a transgender group for Hindustan Unilever tea brand Brooke Bond Red Label, and the creation of Mindshare Mumbai.
It is also this year’s Grand Prix winner in Glass Lions from 151 entries and a shortlist of 18, 4 of which came from India. India and USA shared the largest number of finalists.
Full shortlist here: Glass_Shortlist_19_June
Mindshare and Brooke Bond partnered with Yash Raj Films India to assemble a six-person group, performed in a series of vibrant music videos, including Hum Hain Happy, a cover of Pharrell’s popular Happy.
The group’s songs also aired on Indian radio stations and on streaming apps, and the band went appeared at major Indian music events including Radio Mirchi’s Music Awards.
The aim of the idea was to end the stigma against the “third gender” while also promoting Brooke Bond Red Label’s mantra to bring people together.
Five Glass Lions were also awarded:
- BBDO India, Dads Share the Load for Procter & Gamble Ariel
- Leo Burnett Beirut, Legally Bride for KAFA
- Forsman & Bodenfors, Marriage Market Takeover for SK-II
- Ogilvy & Mather Mumbai, Beauty Tips by Reshma for Make Love Not Scars
- AMV BBDO, Never Alone, for Diageo Guinness
Jury president, Madeline Di Nonno, chief executive officer of the Geena Davis Institute for Gender in Media, noted that the Glass Lions winners reflected that “gender inequality is not just a women’s issue.”
They “had to be really creative and innovative. Once you got beyond that, it was really about how you’re combining a business imperative with messaging around social injustice.”
