6 Pack Band
Brooke Bond Red Label (Hindustan Unilever)2016
6 Pack Band is a 2016 branded music videos (YouTube) for Brooke Bond Red Label, created by Y-Films (Yash Raj Films) with Mindshare Mumbai.
Why it works
Launched on 6 January 2016 with 'Hum Hain Happy', a cover of Pharrell Williams's 'Happy', the 6 Pack Band was presented as India's first transgender pop group: six singers from the country's hijra community, curated by the composer Shameer Tandon and sponsored by Hindustan Unilever's Brooke Bond Red Label tea. Its songs were released on YouTube, music television, radio and streaming apps, and even as mobile caller tunes. It is studied as branded content made without an advertising agency: the idea came from Yash Raj Films' youth arm, Y-Films, through HUL's media agency Mindshare, and took 19 presentations to win over doubtful HUL executives. The brand accepted a sponsor's role, and HUL said that while 92 per cent of viewers did not mention it after the first song, 68 per cent linked the band to Red Label by the fifth. It won the Glass Lion Grand Prix at Cannes in 2016.
Techniques
- Purpose and cause A tea brand sponsors a pop group of six singers from India's hijra community, presented as the country's first transgender band.
- Jingles and music The band's songs, starting with a cover of Pharrell Williams's 'Happy', spread across YouTube, radio, streaming and caller tunes with the brand as sponsor.
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