After bringing glory to India by winning the Cannes Grand Prix Glass Lion at one of the world’s most prestigious awards last week as well as by scoring the country’s only Webby Award, India’s first transgender band, the Brooke Bond Red Label 6-Pack Band is out with its sixth and final single, ‘Raula Paye Gaya’. A collaboration with the king of Sufi, Rahat Fateh Ali Khan, and star Anushka Sharma, it’s an official salute to Yash Raj Films’ biggest feature film for 2016, Sultan. The song brings to an epic end the journey of the one-of-its-kind band that has been welcomed with open arms and received overwhelming love and acceptance from the world at large.
After collaborating with Sonu Nigam, Asha Bhosle’s granddaughter Zanai Bhosle and Hrithik Roshan in its music videos; and teaming up with Arjun Kapoor and Shah Rukh Khan in other videos, ‘Raula Paye Gaya’ is a dazzling close to the Brooke Bond Red Label 6-Pack Band campaign. The band has broken the barriers of boundaries and borders by bringing on Pakistani maestro Rahat Fateh Ali Khan, for a song that preaches the message of love and of what it takes to be a ‘Sachcha’ or true Sultan. Just like Sultan is about fighting all odds and coming out triumphantly, the Brooke Bond Red Label 6-Pack Band’s story is a reflection of the same spirit, of defeating prejudice, discrimination and breaking barriers to make the world a better place.
Bollywood star Anushka Sharma, who began the journey of the Brooke Bond Red Label 6-Pack Band by lending her voice to inspire the world about the story of India’s transgender community, or ‘hijras’, comes together with the band yet again to celebrate the six month and six song journey of the band. Anushka brings home the fact that the 6-Pack is now not just a band, but a movement for anyone who’s ever been discriminated against.
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Says Ashish Patil, Head of Y-Films, “We’ve always believed music has the power to change the world and with this band we’ve been able to demonstrate that. From an idea that started at a traffic signal to it now picking up what is considered the ultimate benchmark for judging creativity, we, at Y-Films, are honored & humbled to bring home the Grand Prix Glass Lion. We are also thrilled to have partners like Brooke Bond Red Label & Mindshare who gave this gutsy idea wings. And what’s great is the epic & fitting finale that we have to the campaign with the official Sultan Salute. Bajao taali!”
Shiva Krishnamurthy, Brooke Bond Red Label spokesperson and category head – Tea, Hindustan Unilever, said, “As a brand that has been instrumental in presenting the Brooke Bond Red Label 6-Pack Band to the world, we could not have asked for a better climax to the campaign. We are extremely humbled by all the love and the accolades the campaign has received. Winning the Grand Prix Glass Lion at Cannes further validates the epic journey of the band and their universal acceptance. Brooke Bond Red Label is proud to have been able to contribute towards the purpose of “making the world a more welcoming place”. We are excited for the grand finale which is a salute to the ‘Sachcha’ Sultan – a triumphant fighter just like the Brooke Bond Red Label 6-Pack Band members.”
The campaign of the band may be over but both Y-Films and partner Brooke Bond Red Label are of the belief that the indomitable spirit of the band will continue to inspire thousands of people with the music that inspires action, love and acceptance.
The Brooke Bond Red Label 6-Pack Band has been founded by Y-Films and features music by Shameer Tandon, who is also the project curator. The lyrics of ‘Raula Paye Gaya’ are co-written by Ishteyak Khan, Shrikant Trivedi and Zeest. The band members comprise Asha Jagtap, Bhavika Patil, Chandni Suvarnakar, Fida Khan, Komal Jagtap, Ravina Jagtap.
