Product / ServiceTEA
Idea Creation MINDSHARE Mumbai, INDIA
Media Placement MINDSHARE Mumbai, INDIA

The Campaign

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. The brand 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 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.

Creative Execution

Every song was launched on Youtube and stemmed from an insight of discrimination. The first song is about celebrating from the lens of the differently abled, kick-started by the celebrated Bollywood celebrity, Karan Johar. Each song featured a celebrity like Vishal Dadlani, Neha Kakkar, Tiger Shroff, who pushed the song across social media 4 songs were launched over 4 months. The brand songs were covered by leading music, news and kids channels and dailies. Radio channels and radio jockeys also supported the cause. The 6 Pack Band 2.0 was also invited to perform at the HT event along with Neha Kakkar in front of huge gathering. The Better India held an event at an NGO - Sai Connections to extend support. The songs were made available on music streaming apps. The top mobile operators offered the song as a caller tune and ring tones, so people could show their support.

Unaided brand awareness increased by +200 base points . Our key metric, “Bring your friends and family together” touched 58% which is up by 400 bps. (Source: Millward Brown) The videos garnered over 12mn views on Youtube with organic viewership >70%, Campaign reached 90 million twitteratis through various hashtags and brand handles. India’s biggest celebrities, including Karan Johar, Madhuri Dixit and Anushka Sharma extended their support to 6 pack band 2.0. Total PR value earned of INR 70 million Organic coverage by leading music & Radio channels, newspapers and digital publishers One of the band members quoted saying “I have people that I can call friends now” Brooke Bond Red Label 6 Pack band 2.0 has already brought millions of people together to share the cause of Mental health and guess what? This is just the beginning….

While Brooke Bond Red Label took up the cause, what was imperative was to identify how to communicate a message so sensitive, so critical and reach out to the hearts of millions. So, Brooke Bond identified that most Indians today are voicing their opinions about social issues through the digital power they hold. Yet, to bring the issue to the fore, it had to be done in a way that is entertaining and yet proves a point. Today, millennials thrive on pop culture and thus, it was important to speak in a lingo they understand; to use the pop culture of music to change the pop culture of the bigotry that exists in the society. Brooke Bond Red Label’s first ever Isspecial pop band strove to use the power of music to change the existing dogma and stereotyping against mentally challenged children.


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