Brooke Bond Red Label (BBRL) Tea is a 146 year old heritage brand that stands for the “Taste of Togetherness.” The brand highlights societal issues and urges people to rise above prejudices and parochial thinking to make the world a more welcoming place
In 2015, India heard a new voice. The voice of the Transgender community that had been subjected to untold injustice and abuse. While the Supreme Court had granted them legal status, society contributed to close its doors to them.
In a media first, we launched India’s first transgender band, the ‘6 Pack Band’ to bring alive the ‘Togetherness’ proposition. With the aim of ending the stigma surrounding them, we used media to
a) Generated awareness of the issue and the need for transgender integration
b) Offered a solution by conceptualizing and popularizing the band
c) Garnered support from the music and Bollywood world
Used popular culture (music) to change popular culture (the plight of the Transgender)