In a first, transgender band 6 Pack Band performed on stage at Cannes, reaffirming the diversity agenda of the festival and earning praise from Unilever CMO, Keith Weed
BY SRABANA LAHIRI
In a first, Indian transgender band, the Brooke Bond Red Label 6 Pack Band, performed live on the Cannes Lions stage during the festival and also took part in the ‘Talent without Prejudice’ session hosted by Mindshare. Interestingly, the band, that had won the Glass Lion Grand Prix at Cannes Lions 2016, took to the stage just before the Glass Lions awards ceremony began on the evening of June 19, 2017.
“We were delighted that Brooke Bond’s 6 Pack Band could perform at the Cannes Lions after winning the Grand Prix Glass Lion last year. The band is challenging stereotypes, spreading the message of inclusiveness and encouraging people to break down barriers over a cup of tea. As part of Unilever’s movement to #Unstereotype advertising, Brooke Bond is showing that ads which spark debate and address local tensions can be a powerful force for change,” said Keith Weed, Chief Marketing and Communications Officer, Unilever, who also tweeted a picture of the band’s performance.
“It’s an honour to have the Brooke Bond Red Label 6 Pack Band live on this global stage. It’s been a fabulous journey for all of us in India, and this is certainly one of the firsts - a great idea being showcased on the international stage,” said Prasanth Kumar, CEO of Mindshare South Asia, talking about the band.
THANKS TO BAND, SCHENGEN VISA FORMS NOW INCLUDE THIRD GENDER
For band members Fida Khan, Ravina Jagtap, Asha Jagtap, Chandni Suvarnakar and Bhavika Patil, it was indeed a challenge to reach Cannes. One of the band members, Komal Jagtap, could not make it to Cannes due to lack of a passport. Recounting the hurdles, Shameer Tandon, MD of Music Boutique, that curates the band, said, “When we went to get the passports done, we were extremely proud that Indian authorities have three columns - male, female and transgender – on the form. But, at the French Embassy, there were only two columns, male and female. During visa application, the staff did not know where to accommodate the band members. They took a few hours to write to their seniors in France to figure out what needed to be done. Thanks to the Brooke Bond Red Label 6 Pack Band, the French Embassy and the entire Schengen visa authorities have now introduced a third column in their visa application process, so now it’s ‘M’, ‘F’ and ‘T’ for transgender.”
Amin Lakhani, Leader, South Asia, Mindshare Fulcrum, and Ajay Mehta, Head, Content+, Mindshare Fulcrum, who have accompanied the band to Cannes, too said the journey had not been very easy. “The first hurdle was to get Cannes to invite them. At each stage of the entire travel conversation, there have been very interesting challenges and stories. But, finally they performed. There can’t be a bigger high than that. Brand ideas will come and go, but this is something that is here to stay. There have been very meaningful experiences,” Lakhani said.
‘BAJAO TAALI’ FOR THE BAND’S PERFORMANCE
Describing how the idea of the 6 Pack Band had evolved at the advertiser’s end, Gaurav Jeet Singh, Head Media Services- South Asia at Hindustan Unilever, said, “The glitzy effortless performance of the Brooke Bond Red Label 6 Pack Band at Cannes is the culmination of a twoyear journey. YFilms’ idea of India’s first transgender band received its raison d’être in Brooke Bond Red Label Tea’s purpose of making the world a more welcoming place. Pitched at HUL’s Content Day- 2015, the idea got bigger every passing day, with some of the most iconic names from Bollywood joining hands with the band to make the world a more welcoming place. The execution of the idea by the teams at HUL, Mindshare and YFilms has been brilliant and the performance at Cannes is the icing on the cake. A big cheer to the stars of Brooke Bond Red Label 6 Pack Band, Bajao Taali!”
“The band is challenging stereotypes, spreading the message of inclusiveness and encouraging people to break down barriers over a cup of tea. As part of Unilever’s movement to #Unstereotype advertising, Brooke Bond is showing that ads which spark debate and address local tensions can be a powerful force for change”
KEITH WEED
Chief Marketing and Communications Officer, Unilever
Commenting on the band’s performance, Ashish Sehgal, COO, Zee Unimedia, who watched it at the Palais des Festival’s Debussy Theatre on June 19, said, “It is one of the most wonderful things that India has made it possible to bring in this year. In our country, where we are still struggling to get women their rights, and increase awareness about gender parity, this campaign courtesy the Brooke Bond Red Label 6 Pack Band will make a difference to the lives of those belonging to the third gender. It has brought so much change in their lives, and it has already become iconic, holding up their voices to society. Bringing it right up to Cannes makes it more international and holds up their voice to the whole world. Members of the band were obviously very proud to be here at Cannes, and it showed in their performance as well as when they spoke about how they are leading change in society.”
Himanshu Shekhar, CEO, Indonesia and South East Asia, Mindshare, called it “a ground-breaking idea and a courageous decision by Mindshare and Unilever to bring the band to Cannes”. “A good idea brings success to brands; however great ideas not just make a brand successful but also make a social impression. This idea has transformed people at the margin of society as mainstream pop culture icons. This idea will remain a beacon of original thinking in Indian media,” he observed.
