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News |  21 Jun 2016 18:11 |  By RnMTeam

6 Pack Band wins prestigious international honour at Cannes Lions '16

MUMBAI: To be accepted and appreciated in a conservative society requires extreme dedication and talent, and India's first and only transgender pop act '6 Pack Band' has now won accolades beyond home turf. At the 63rd International Festival of Creativity (or Cannes Lions), Brooke Bond Red Label Tea's concept '6 Pack Band’ grabbed the prestigious Glass Grand Prix at the ceremony, held in Cannes, France.

Mindshare – the agency that executed a series of music videos featuring six transgender artistes under '6 Pack Band' – was credited with the award for an innovative and brave initiative, thus making itself the first Indian agency to do so. Created and driven by Y-Films, the entire project (5 videos so far) was curated by Shameer Tandon, while Ashish Patil was responsible for the production duties.

Comprising Asha Jagtap, Bhavika Patil, Chandni Suvarnakar, Fida Khan, Komal Jagtap and Ravina Jagtap, the band featured artistes like Sonu Nigam, Arjun Kapoor, Hrithik Roshan and Zanai Bhosle in the project, and the initiative since its inception reached over 25 million people and earned over 100 million, according to the brand’s official Cannes Lions AV.

Tandon spoke to commenting on the gargantuous honour, "It's a penultimate honour one can receive. For those who are unaware of how big the deal is, there cannot be a better reward than winning a grand prix at Cannes." Tandon reminds of the two objectives that led to the inception of the project – to change the mindsets of as many people through breaking stereotypes and creating awareness; and entertaining people through pop music. Y-Films has released five music videos so far, and Tandon adds, “For the sixth video, we have a mega surprise. It's due to release on Tuesday." 

Y-Films' Ashish Patil and Shameer Tandon shared the exciting news on social media, briefly describing the incredible achievement.

Ashish Patil through his Facebook account congratulated everyone involved -

It's the biggest award of the Cannes festival. In a category driven by Geena Davis and set up by Sheryl Sandberg I'm told. For communication that brings about change in the world.
With massive nominations from across the biggest names, brands, agencies in the world. And something India has never won. A media agency has never picked up. A film studio has certainly never been nominated.
This year there were 4 nominees from India. (Besides some 30 odd from around the world - some serious biggies that have been hugely written and spoken about.)
1. P&g Share the load campaign
2. Ogilvy reshma acid attack victim beauty tips
3. One from an agency called responsible advtng I think about something I can't recall but it was quite cool too
4. And the 6 pack band
The awards have just ended.
I had an old colleague & brother from my advertising days Mahesh Gharat there who's sent me pictures... and I also caught the live stream.
The 6 pack band has picked up the grand prix.
Apparently a VERY VERY BIG DEAL.
Congrats all you crazy mofo's - you know who you are - who made this insane idea happen!
And just for the record - we ain't done yet.
Our epic finale - the 6th and final video - of this campaign is out in a week.
Do. Not. Miss. It.
*cries happy tears and bajaos taali*
Hum hain happy!

Tandon’s post on Facebook read -

There are dreams that come true and then there is something like this which we never dreamt of. Winning the biggest award at the CANNES Festival. Exactly a year ago, when we were on the streets, shanties, local trains and railway stations hunting our band, least did we dream that a year later we will feel so honoured and humbled with the world’s most prestigious award coming our way. May be it’s the blessings from the community itself thats fetching us all this glory from across the globe. What fun we had at the studio recording with the six pack and my super friend Sonu Nigam. Thank you my brother from another mother Ashish Patil and all at YFilms.