Transgender 6-Pack Band wins at Cannes Lion Festival
Year 2016 could be considered as the harbinger of astonishing achievements for the ad-agencies in India. Mindshare, Mumbai won the Glass Lion Award by scoring the Grand Prix at the Cannes Lion festival for its heart-winning ad-film for the tea brand, Red Label.
The ad film features Sonu Nigam with the 6 pack band of transgenders singing, "Sab Rab de Bande". It has garnered 2 million views on YouTube and still counting. Less do people know that the video is inspired from a true story based on the life of one of the members of the band. The discrimination and trans-phobic harassment has been common and quite evident for these people because of the lack of understanding among the public. The inequality and biases they face is unnatural that needs to get eradicated from roots for a better tomorrow.
India witnessed a revolutionary decision in September, 2018 by decriminalizing section 377 by declaring it unconstitutional. This decision has opened the doors to equality, accepting oneself whole-heartedly and asserting this identity in front of the world. However, the same was highlighted with this ad-campaign that has taken words from the holy Guru Granth Sahib couplet giving the heartwarming message-"Everyone is equal in the eyes of almighty. There is no barrier of caste, color, creed and gender. Humanity is one religion which all his children should follow."
Showcasing the 6-pack band was an initiative of the youth-wing of Yashraj films to contribute to the gender equality in India. The brand has always envisioned 'brewing togetherness' and this ad-campaign has been an iconic tribute to the feeling of oneness and belonging together.
Reference: https://www.adweek.com/brand-marketing/mindshare-wins-glass-lion-creating-indias-first-transgender-pop-band-172104/
The ad film features Sonu Nigam with the 6 pack band of transgenders singing, "Sab Rab de Bande". It has garnered 2 million views on YouTube and still counting. Less do people know that the video is inspired from a true story based on the life of one of the members of the band. The discrimination and trans-phobic harassment has been common and quite evident for these people because of the lack of understanding among the public. The inequality and biases they face is unnatural that needs to get eradicated from roots for a better tomorrow.
India witnessed a revolutionary decision in September, 2018 by decriminalizing section 377 by declaring it unconstitutional. This decision has opened the doors to equality, accepting oneself whole-heartedly and asserting this identity in front of the world. However, the same was highlighted with this ad-campaign that has taken words from the holy Guru Granth Sahib couplet giving the heartwarming message-"Everyone is equal in the eyes of almighty. There is no barrier of caste, color, creed and gender. Humanity is one religion which all his children should follow."
Showcasing the 6-pack band was an initiative of the youth-wing of Yashraj films to contribute to the gender equality in India. The brand has always envisioned 'brewing togetherness' and this ad-campaign has been an iconic tribute to the feeling of oneness and belonging together.
Reference: https://www.adweek.com/brand-marketing/mindshare-wins-glass-lion-creating-indias-first-transgender-pop-band-172104/
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