Brooke Bond Red Label Wins Glass Lion Grand Prix
It is not every day that the transgender community gets celebrated in a society ridden with stigmas.
Last evening was one such moment when India’s first transgender band created by Hindustan Unilever’s Brooke Bond Red Label bagged top honors at the 63rd International Festival of Creativity in Cannes. Brooke Bond Red Label 6 Pack Band won the Glass Lions Grand Prix, a category introduced to celebrate culture-shifting creativity that positively impacts gender inequality, imbalance and injustice.
In January this year, Brooke Bond Red Label tea and Y-Films partnered to launch India’s first transgender band – the Brooke Bond Red Label 6-Pack Band. The band comprising six members from India’s transgender community, aimed to spread the message of making the world a warmer and more welcoming place for everyone irrespective of religion, economic background or gender.
Music videos of the Brooke Bond Red Label 6Pack Band have reached over 25 million people on YouTube and can be viewed here. Celebrities including Sonu Nigam and Hrithik Roshan have lent their support to the band by featuring in their music videos.
Brooke Bond Red Label has always struck an emotional chord with consumers through their campaigns that aim to bring about a change in societal outlook. Speaking about the association with the 6 Pack Band, Brooke Bond Red Label spokesperson, Shiva Krishnamurthy said, "Brooke Bond Red Label has always stood for 'Swad Apnepan Ka' (Taste of Togetherness) that brings people together from across the widest cultural chasms in India.
The brand has implored people to break barriers and come together over a cup of tea. The 6 pack band initiative helps us walk the talk on Brooke Bond Red Label’s credo of making the world a more welcoming place."
About Brooke Bond Red Label:
Brooke Bond Red Label is Hindustan Unilever’s largest Tea brand. For over 100 years, the brand has touched millions of consumers and has been spreading the taste of togetherness with the cup of tea that everyone loves.