Product / ServiceTEA
CategoryA02. Creative Effectiveness for Good
Idea Creation MINDSHARE Mumbai, INDIA
Media Placement MINDSHARE Mumbai, INDIA


Name Company Position
Ruchir Bajoria Mindshare Principle Partner
Brajesh Diwedi Mindshare Principle Partner
Parama Bhattacharya Mindshare Innovation Lead
Sunny Rangwani Mindshare Innovation Lead
Shalini Shivhare Mindshare Director
Ankita Israney Mindshare Director
Zubin Tatna Mindshare India Principal Partner
Mohini Poddar Mindshare Sr. Director

Brief Explanation

We live in a time where discrimination is a by-product of societal living. A staggering 20% of the world population needs mental health assistance. Yet lack of acceptance is an issue that looms large on the society. 1 in 68 kids are victims of a neurological condition which affects their ability to make eye-contact, they repeat things continuously, they fail to make friends they fail to blend in. Despite the numbers, this issue still struggles and remains blind-sided in an empowered India even today. The challenge is not fighting the autism problem, the fight is against a mindset, against people who mock them across every step in life, who don’t extend their helping hand, who distinguish their smiles as ‘abnormal’, who tag them as ‘paagal’ or mad. Differently-abled people do not need pity, they need acceptance inclusion & support to leverage their true potential. Brooke Bond Red Label has always worked towards making the world a more welcoming place and challenging stereotypes. And in line with this brand philosophy, this is the journey that it took up in the month of April which is also the World Autism Awareness month, making the campaign more relevant. The 6 Pack Band is a radical initiative with emphasis on BBRL’s philosophy and gives it a new lease of life. India is positioned as the capital of music and culture on the world map. And if Brooke Bond Red Label had to bring about a change, the issue had to be highlighted in a way that’s meaningful yet entertaining. Thus was launched India’s first special needs pop group – The 6 Pack Band 2.0. By putting them in the limelight, we wanted to show that at the end of the day, we are all the same for the great almighty, we have the same heart and are connected by just one chord, the chord of humanity. These kids, dancing, singing, celebrating their differences, showing their extraordinary talent despite their challenges of down syndrome, dyslexia and austism is what could make people believe that these kids are no different from us. The idea was to release 6 Isspecial music videos, sung and performed by these kids featuring celebrity singers and actors, lending a message to the world with every song. 1. Unaided brand awareness increased by +200 base points. 2. Our key metric, “Bring your friends and family together” touched 58% which is up by 400 bps. (Source: Millward Brown) 3. The videos garnered over 12mn views on Youtube with organic viewership >70% 4. Campaign reached 90 million twitteratis through various hashtags and brand handles 5. India’s biggest celebrities, including Karan Johar, Madhuri Dixit and Anushka Sharma extended their support to 6 pack band 2.0. 6. Organic coverage by leading music & Radio channels, newspapers and digital publishers 7.Total PR value earned of INR 70 million One of the band members quoted saying “I have people that I can call friends now”