"6 Pack Band," a transgender pop group conceived by Mindshare Mumbai for Hindustan Unilever tea brand Brooke Bond Red Label, earned the Glass Lions Grand Prix at the 2016 Cannes Lions International Festival of Creativity on Monday. The Glass Lions category was introduced last year to celebrate work that addresses and seeks to make a positive impact on gender inequality, imbalance or injustice.
For the Grand Prix winner, Mindshare and Brooke Bond partnered with Yash Raj Films India to assemble the six-person group, who performed in a series of vibrant music videos for catchy tracks including "Hum Hain Happy," a cover of Pharrell Williams' 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 campaign aimed to fight the stigma against the "third gender" while promoting Brooke Bond Red Label's mantra to "bring people together."
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