The Campaign

India has an estimated 1.9 million transgender people. This community was screaming for acceptance and legal recognition as they have been subjected to untold discrimination and abuse. Despite the Supreme Court ruling, society continued to shut its doors to them. We, the ‘normal’ people, have been conditioned to believe that the Transgender is ‘different’ and cannot be part of our lives. This was the very thinking that we wanted to break. India has a rich culture of music. It binds us all as a community. We used music as a platform from where the transgender voice could be heard. USED POP CULTURE TO CHANGE POP CULTURE India’s 1st Transgender Band, 6 Pack Band. In collaboration with YFilms. Their debut song “Hum Hai Happy” recounted their philosophy of being happy despite the adversity they face. All the songs had a specific story to tell, which were brought alive via music videos.

Creative Execution

Content dissemination and viewership: • In India, 70% of Internet audience watch videos online. Video consumption is 8 billion/month (Google Insights). Video was the right vehicle to share on social media. • In addition to You Tube and Facebook we considered all content sharing apps including Live-streaming music apps – Hungama, Gaana, Saavn • The Bollywood brigade went wild on Twitter showing their solidarity and support, and the likes of Hrithik Roshan and Salman Khan came forward to lend support by featuring in the music videos. • Top telecom players carried snippets of the song as shareable caller tunes. Measurement & Tracking: • Getting to know consumer responses in real time was important. • With the help of data partners, we analyzed all social media assets posts, videos and tweets, thus improving the content story and deployment strategies in REAL TIME.

• Brand consideration score touched 69% • Our key metric, “Is a brand that makes the world a more welcoming place” touched 64%. (Source: Millward Brown) • Brand penetration increased +400 base points. • The videos garnered over 8mn views on Youtube with organic viewership >35%, (industry benchmark 11%). • Campaign reached more than 25mn through various hashtags and brand handles. • Videos garnered an engagement rate of > 2%, (industry benchmark 1.07%). • Facebook page had an engagement score of 981 out of 1000, a first for the brand. • UNAIDS, UN Women, the special causes of the UNO supported and recognized the cause. • Komal Jagtap, 6 Pack Band Member: “After years of silence, my brother invited me home” and “The people who used to harass us on the street say, ‘that’s the star from 6 pack band’” • GRAND PRIX Winner of the Cannes Glass Lion 2016.

Red Label Tea straddles housewives across socio-economic classes. This diverse target group has a common love for music. Music cut across socio economic barriers, geographies and cultures. The pieces fell into place. Red Label is about ‘Togetherness’; Transgenders are yearning to be together with society and society is unified by music. Our solution lay in creating content that would raise the issue and propagate the solution. Social Media was the most relevant platform to share their stories, we have over 300 mn internet users for whom social networking comes within the top 3 purposes of using the net. (Source: I-Cube2015). 6 bespoke content pieces formed the campaign assets. They sang about the importance of gender equality, reinforcing Red Label’s message of breaking barriers. The content around, ‘making of the video’ also formed part of the assets and aired as part of the overall social strategy.