India’s 1st transgender band, the Brooke Bond Red Label 6 Pack Band exploded on to the scene in 2016, winning millions of hearts across the globe and became India’s most awarded campaign ever. The band had special collaborations with Anushka Sharma, Hrithik Roshan, Sonu Nigam, Asha Bhosle, among others, that became huge talking points.
In its 2nd edition, the 6-Pack Band 2.0 focuses on the important theme of Mental Health & Disability. Celebrated Producer-Director-Author-Host Karan Johar joins this cause to change the way we perceive children with different abilities.
India’s 1st isspeshal band, the 6-Pack Band 2.0, comprises 6 teens between the ages of 13 to 18 [3 girls, 3 boys] with special needs but incredible music skills, drive and passion. Their spirit, their infectious energy, their resolve and their life stories are extremely inspiring. The band has been conceived & produced by Ashish Patil, Head of Y-Films, the youth wing of Yash Raj Films and curated by Shameer Tandon. They’re here to show the world that no disability can hold you back if given the right kind of love & support.
Given the extensive research he’s done on Autism for his film ‘My Name is Khan’, Karan Johar is deeply invested into his support for the cause. As April is also Autism Awareness Month, the band’s launch becomes even more special. Karan says, “It’s so wonderful to see these young, super talented kids come together to create something so epic. I’m excited to be a part of something I know will not only change you and me but also has the power to change the world. I can’t wait to see what these kids do next, they are here to conquer the world with their talent!”
Head of Y-Films, Ashish Patil adds, “Y-Films has always created content that does more than just entertain. Be it for gender equality, LGBTQ support or Sex Education, we’ve been at the forefront in getting these important messages across in the most fun manner. Being a special needs parent myself, the theme of mental health & disability is very very close to my heart. I know what one goes through as the world judges these kids day in and day out. But I’ve also learnt from my son how to take that with a smile, to accept everyone as they are and to spread happiness unconditionally. With 6-Pack Band 2.0 we really hope to show everyone how these kids are the missing puzzle pieces this world needs to complete itself!”
The band’s curator Shameer Tandon says, “I am elated to be part of this path breaking journey of 6 Pack Band 2.0 with Y-Films. Last year along with Ashish Patil, we set out to enable a life altering experience for the LGBT community which took us all the way to perform at the Cannes festival. This year our focus is mental health awareness. Rarely does one get an opportunity to nurture innocent and raw talent in these truly special children. Music is a universal language they say, these kids beautifully connect the notes with their voice. There’s lot one can learn about life from them, like the ability to stay immersed in every task with a smile.”
Shiva Krishnamurthy, General Manager, Beverages, Hindustan Unilever adds, “Brooke Bond Red Label stands for inclusiveness. We encourage people to overcome their prejudices and find common ground with fellow human beings over a steaming cup of chai. A delightful way of doing this has been our partnership with YRF. Encouraged by the overwhelmingly positive response that India’s first transgender band received, we are back with India’s most special band. We hope that our talented band members receive similar love this time around as well.”
Prasanth Kumar, Mindshare CEO South Asia, Middle East & Africa says, “Brooke Bond Red Label 6 Pack – The journey needs to go on. And that’s exactly what we have been working on post the first phase of ‘Brooke Bond Red Label – 6 pack initiative’. As we continue this journey, we are back with ‘6 Pack Band 2.0’ – a collaboration between the Team Mindshare and Y-Films. This would continue to focus on some important and pertinent social issues and how the world needs to be more accommodating and inclusive. We as Mindshare have believed in this journey and we are at it working together to make this another delightful experience. It’s been motivating for all of us as we also saw many of the global recognitions (Glass Lions Grand Prix at Cannes) blessing all of us. The work for Brooke Bond Red Label ‘6-pack 2.0’ is in resonance with the brand ethos of Brooke Bond Red label that has always stood for inclusion and partners the campaign. BBRL 6 Pack band 2.0 addresses social ostracism of people with mental disability, thereby making the world a more welcoming place for all. Power and full throttle to the #ISSPESHAL6!”
The band’s 1st single, ‘Jhakkad Pakkad Dance’ celebrates life. It showcases how we all need to shed our ignorance and our inhibitions. And learn to accept everyone as they are and dance like no one’s watching. Shot all over the city, it shows the band having a blast as they perform without a care in the world. The song has been written by Kumaar and the video has been directed by ace choreographer Adil Shaikh.
Mental health & disability is a matter of critical importance as WHO estimates that almost 20% of the world’s population needs some or the other form of medical intervention. And almost 80% of cases go untreated for at least the first 12 months due to the stigma associated. Specifically, 1 in 68 children are affected by autism with the condition being 5 times more prevalent in boys than girls. This campaign hopes to create much more awareness, conversations and hopefully impact about this important theme over the 6 songs and 6 music videos that it will release over the next 6 months.
Composer & Music Director: Shameer Tandon with lyrics by Kumaar
The Brooke Bond Red Label 6-Pack Bandmates include: