The Campaign

India has a rich culture of music and dance. If transgender people were to be accepted, we needed to get India to love and accept them on the biggest stage. Our idea was to launch India’s first transgender pop group – The 6 Pack Band. By putting them in the limelight, we wanted to show that they are just like everyone else. Many hijras live on the outskirts of society, facing verbal abuse and discrimination every day. They face a pressure to conform and can’t be themselves. It was integral to the idea that the band released tracks about their philosophy of being happy despite the adversity they are subjected to. They sang about the importance of gender equality, reinforcing our message of breaking down barriers. The aim was to celebrate togetherness by depicting a more welcoming world by raising awareness for India’s transgender community.

Creative Execution

• Implementation • Media Channels and Integration • Timeline • Scale In India, 70% of Internet audience watch videos online. Video consumption is as high as 8 billion/month (Google Insights). We launched 6 Music Videos over 6 months on YouTube. Its debut song, “Hum Hai Happy” based on Pharrell William’s hit “Happy” recounts their philosophy of being happy despite their adversities. Sonu Nigam, India’s top Singer and musician par-excellence, collaborated to create ‘Sab Rab De Bande’, which translates to ‘We are all children of God’ reinforcing that all men are born equally. Soon after our YouTube launch, leading television music and radio channels played them as part of its programming. Content was integrated across content sharing apps and Live-streaming music Mobile apps. The likes of Hrithik Roshan, Salman Khan and Arjun Kapoor came forward to lend support by featuring in the album videos and sharing them on their channels. The Bollywood brigade

• Brand consideration score touched a whopping 69% • Our key metric, “Is a brand that makes the world a more welcoming place” touched 64%. (Source: Millward Brown) • Brand penetration increased by +400 basis points. • The videos garnered over 8mn views on Youtube with organic viewership greater than 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, and UN Women, the special causes of the United Nations Organization 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 for the Glass Lion at Cannes 2016.

Red Label Tea straddles housewives across socio-economic classes. This seemingly disparate target group has a common love for music. Music can cut across socio economic barriers, geographies and cultures. The pieces fell into place. Red Label is about ‘Apnapan(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. With the 6 Pack band, we decided to use “Popular Culture to change Popular Culture". 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. Without stereotyping or mocking the transgender community, we decided to reach a mass audience so that people can look at them with more tolerance.