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6 包乐队
案例简介：简要介绍预计结果 印度有丰富的音乐和舞蹈文化。如果变性人被接受，我们需要让印度在最大的舞台上爱并接受他们。我们的想法是推出印度第一个变性流行乐队 -- 6 包乐队。通过把他们放在聚光灯下，我们想表明他们和其他人一样。许多 hijras 生活在社会的郊区，每天都面临辱骂和歧视。他们面临着顺从的压力，不能做他们自己。这是乐队发行关于他们快乐哲学的曲目的想法的一部分，尽管他们遭受了逆境。他们唱起了性别平等的重要性，强化了我们打破壁垒的信息。目的是通过提高对印度变性人群体的认识来描绘一个更受欢迎的世界，以此来庆祝团结。 概要 印度估计有 190万变性人。他们在这个国家被称为 hijras，被污名化和疏远。Hijras 发现不可能找到传统的工作，因为他们被社会排斥。乞讨和性工作是两种唯一赚钱的方式。在一项里程碑式的判决中，印度最高法院裁定变性人在法律下享有平等权利，并给予第三种性别以及男性和女性的法律地位。但尽管如此，他们仍然限制了获得教育、保健和公共空间的机会，直到最近，他们甚至被排除在有效参与社会和文化生活之外。Brooke Bond Red Label 致力于将人们聚集在一起，使世界成为一个更受欢迎的地方。我们的目标是迫使印度正视偏见，改变对 “第三性别” 的看法。 战略 众所周知，印度的同性恋、双性恋和变性者社区与世界其他地方非常不同。他们属于最低的经济阶层，被家人避开。为了让人们了解变性人社区中的 6 群乐队试镜，我们创建了一个团队，在孟买的各个角落里观看交通信号和当地火车。在最终阵容确定之前，超过 200 名变性人参加了试镜。6 包乐队歌曲在 YouTube 上推出。没有定型观念或嘲笑变性人社区，宝莱坞电影中经常出现这种情况，我们需要接触到大众观众，这样人们就可以以更宽容的方式以不同的方式看待他们。 执行 我们已经推出了 3 首歌曲超过 3 个月。第一个是《 hum Hai happy 》，《 Pharrell williams 》的封面。这是一条充满印度节奏的充满活力的赛道，融合了与 hijras 同义的拍手手势。后续行动是与印度顶级音乐家 Sonu Nigam 合作创建的, 这意味着 “我们都是上帝的孩子”，并强化了所有人都是平等出生的，他们应该被拥抱。我们还录制了这首歌的原声版本，以展示这首歌作为真正的歌手和表演者的可信度。在我们的 YouTube 推出后不久，领先的电视音乐和广播频道将它们作为其节目的一部分播放。他们可以在直播音乐应用程序 Wink 、 Hungama 、 Gaana 和 Saavn 上观看和收听，顶级移动运营商提供这首歌作为来电曲调，这样人们就可以表达他们的支持。 结果 YouTube6 Pack 乐队前 3 首歌曲的 1000万多首被邀请在著名的 Mirchi 电台音乐奖、全球印度音乐奖和 YouTube 粉丝节现场表演, 这场运动已经达到 2500万多人，总共获得了 10000万卢比 (1.5 美元) 的公关价值对于 launchedIndia 最大的名人，包括 Sharukh Khan 和 Hrithik Roshan 的 3 首歌曲，他们在推特上发布了 6 包乐队，并分享了他们的视频, 从世界上最著名的全球媒体对这个视频的反应中获得支持是巨大的，也是非常积极的。我们的全球意识目标是随着 6 包 BandKomal Jagtap 的普遍接受而实现的,6 包乐队成员: “经过多年的沉默，我哥哥邀请我回家” 和 “过去在街上骚扰我们的人说，'这是 6 包乐队的明星'”
6 包乐队
案例简介：Brief With Projected Outcomes India has a rich culture of music and dance. If transgender people were to be accepted, we needed to get India to love and accept them on the biggest stage. Our idea was to launch India’s first transgender pop group – The 6 Pack Band. By putting them in the limelight, we wanted to show that they are just like everyone else.Many hijras live on the outskirts of society, facing verbal abuse and discrimination every day. They face a pressure to conform and can’t be themselves. It was integral to the idea that the band released tracks about their philosophy of being happy despite the adversity they are subjected to. They sang about the importance of gender equality, reinforcing our message of breaking down barriers.The aim was to celebrate togetherness by depicting a more welcoming world by raising awareness for India’s transgender community. Synopsis India has an estimated 1.9 million transgender people. They are known in the country as hijras, and are stigmatised and alienated. Hijras find it impossible to get conventional jobs because they are ostracized from society. Begging and sex work are the two only ways to make money.In a landmark judgment, the Indian supreme court ruled that transgender people had equal rights under the law, and granted legal status to a third gender in addition to male and female. But despite this, they have restricted access to education, health and public spaces and until recently were even excluded from effectively participating in social and cultural life. Brooke Bond Red Label strives to bring people together, making the world a more welcoming place. Our objective was to force India to confront its prejudices and change the way ‘the third gender’ are perceived. Strategy It’s known that the LGBT community in India is very different from the rest of the world. They belong to the lowest economic strata and are shunned by their families. To generate awareness of the 6 Pack Band auditions amongst the transgender community, we created a team that went to traffic signals and on local trains across various pockets of Mumbai. Over 200 transgender auditioned before the final line-up was determined. 6 Pack Band songs were launched on YouTube. Without stereotyping or mocking the transgender community, which is often the case in Bollywood films, we needed to reach a mass audience so that people can look at them differently, with more tolerance. Execution We have launched 3 songs over 3 months. The first was ‘Hum Hai Happy’, cover of Pharrell Williams’ hit. It’s a vibrant track infused with Indian rhythms, incorporating the hand-clapping gestures synonymous with hijras.The follow up was created in collaboration with India’s top musician Sonu Nigam, ‘Sab Rab De Bande’, which translates to ‘We are all children of God’ and reinforced that all people are born equally and they should be embraced for who they are. We also recorded an acoustic version of this song, to show the credibility of the act as real singers and performers.Soon after our YouTube launch, leading television music and radio channels played them as part of its programming. They were available to watch and listen on live-streaming music apps Wink, Hungama, Gaana and Saavn and the top mobile operators offered the song as a caller tune, so people could show their support. Outcome Over 10 million views of the first 3 songs on YouTube6 Pack Band have been invited to perform live at the prestigious Radio Mirchi Music Awards, the Global Indian Music Awards and at the YouTube Fan Fest So far, the campaign has reached over 25 million people and counting…Total PR value earned INR 100 million ($1.5m) for the 3 songs launchedIndia’s biggest celebrities, including Sharukh Khan and Hrithik Roshan tweeted about 6 Pack Band and shared their videos, generating support from the world’s most renowned mediaGlobal response to this video has been huge and overwhelmingly positiveOur aim of global awareness was achieved with universal acceptance of the 6 Pack BandKomal Jagtap, 6 Pack Band Member: “After years of silence, my brother invited me home” and “The people who used to harass us on the street say, ‘that’s the star from 6 pack band’”
6 Pack Band
案例简介：简要介绍预计结果 印度有丰富的音乐和舞蹈文化。如果变性人被接受，我们需要让印度在最大的舞台上爱并接受他们。我们的想法是推出印度第一个变性流行乐队 -- 6 包乐队。通过把他们放在聚光灯下，我们想表明他们和其他人一样。许多 hijras 生活在社会的郊区，每天都面临辱骂和歧视。他们面临着顺从的压力，不能做他们自己。这是乐队发行关于他们快乐哲学的曲目的想法的一部分，尽管他们遭受了逆境。他们唱起了性别平等的重要性，强化了我们打破壁垒的信息。目的是通过提高对印度变性人群体的认识来描绘一个更受欢迎的世界，以此来庆祝团结。 概要 印度估计有 190万变性人。他们在这个国家被称为 hijras，被污名化和疏远。Hijras 发现不可能找到传统的工作，因为他们被社会排斥。乞讨和性工作是两种唯一赚钱的方式。在一项里程碑式的判决中，印度最高法院裁定变性人在法律下享有平等权利，并给予第三种性别以及男性和女性的法律地位。但尽管如此，他们仍然限制了获得教育、保健和公共空间的机会，直到最近，他们甚至被排除在有效参与社会和文化生活之外。Brooke Bond Red Label 致力于将人们聚集在一起，使世界成为一个更受欢迎的地方。我们的目标是迫使印度正视偏见，改变对 “第三性别” 的看法。 战略 众所周知，印度的同性恋、双性恋和变性者社区与世界其他地方非常不同。他们属于最低的经济阶层，被家人避开。为了让人们了解变性人社区中的 6 群乐队试镜，我们创建了一个团队，在孟买的各个角落里观看交通信号和当地火车。在最终阵容确定之前，超过 200 名变性人参加了试镜。6 包乐队歌曲在 YouTube 上推出。没有定型观念或嘲笑变性人社区，宝莱坞电影中经常出现这种情况，我们需要接触到大众观众，这样人们就可以以更宽容的方式以不同的方式看待他们。 执行 我们已经推出了 3 首歌曲超过 3 个月。第一个是《 hum Hai happy 》，《 Pharrell williams 》的封面。这是一条充满印度节奏的充满活力的赛道，融合了与 hijras 同义的拍手手势。后续行动是与印度顶级音乐家 Sonu Nigam 合作创建的, 这意味着 “我们都是上帝的孩子”，并强化了所有人都是平等出生的，他们应该被拥抱。我们还录制了这首歌的原声版本，以展示这首歌作为真正的歌手和表演者的可信度。在我们的 YouTube 推出后不久，领先的电视音乐和广播频道将它们作为其节目的一部分播放。他们可以在直播音乐应用程序 Wink 、 Hungama 、 Gaana 和 Saavn 上观看和收听，顶级移动运营商提供这首歌作为来电曲调，这样人们就可以表达他们的支持。 结果 YouTube6 Pack 乐队前 3 首歌曲的 1000万多首被邀请在著名的 Mirchi 电台音乐奖、全球印度音乐奖和 YouTube 粉丝节现场表演, 这场运动已经达到 2500万多人，总共获得了 10000万卢比 (1.5 美元) 的公关价值对于 launchedIndia 最大的名人，包括 Sharukh Khan 和 Hrithik Roshan 的 3 首歌曲，他们在推特上发布了 6 包乐队，并分享了他们的视频, 从世界上最著名的全球媒体对这个视频的反应中获得支持是巨大的，也是非常积极的。我们的全球意识目标是随着 6 包 BandKomal Jagtap 的普遍接受而实现的,6 包乐队成员: “经过多年的沉默，我哥哥邀请我回家” 和 “过去在街上骚扰我们的人说，'这是 6 包乐队的明星'”
6 Pack Band
案例简介：Brief With Projected Outcomes India has a rich culture of music and dance. If transgender people were to be accepted, we needed to get India to love and accept them on the biggest stage. Our idea was to launch India’s first transgender pop group – The 6 Pack Band. By putting them in the limelight, we wanted to show that they are just like everyone else.Many hijras live on the outskirts of society, facing verbal abuse and discrimination every day. They face a pressure to conform and can’t be themselves. It was integral to the idea that the band released tracks about their philosophy of being happy despite the adversity they are subjected to. They sang about the importance of gender equality, reinforcing our message of breaking down barriers.The aim was to celebrate togetherness by depicting a more welcoming world by raising awareness for India’s transgender community. Synopsis India has an estimated 1.9 million transgender people. They are known in the country as hijras, and are stigmatised and alienated. Hijras find it impossible to get conventional jobs because they are ostracized from society. Begging and sex work are the two only ways to make money.In a landmark judgment, the Indian supreme court ruled that transgender people had equal rights under the law, and granted legal status to a third gender in addition to male and female. But despite this, they have restricted access to education, health and public spaces and until recently were even excluded from effectively participating in social and cultural life. Brooke Bond Red Label strives to bring people together, making the world a more welcoming place. Our objective was to force India to confront its prejudices and change the way ‘the third gender’ are perceived. Strategy It’s known that the LGBT community in India is very different from the rest of the world. They belong to the lowest economic strata and are shunned by their families. To generate awareness of the 6 Pack Band auditions amongst the transgender community, we created a team that went to traffic signals and on local trains across various pockets of Mumbai. Over 200 transgender auditioned before the final line-up was determined. 6 Pack Band songs were launched on YouTube. Without stereotyping or mocking the transgender community, which is often the case in Bollywood films, we needed to reach a mass audience so that people can look at them differently, with more tolerance. Execution We have launched 3 songs over 3 months. The first was ‘Hum Hai Happy’, cover of Pharrell Williams’ hit. It’s a vibrant track infused with Indian rhythms, incorporating the hand-clapping gestures synonymous with hijras.The follow up was created in collaboration with India’s top musician Sonu Nigam, ‘Sab Rab De Bande’, which translates to ‘We are all children of God’ and reinforced that all people are born equally and they should be embraced for who they are. We also recorded an acoustic version of this song, to show the credibility of the act as real singers and performers.Soon after our YouTube launch, leading television music and radio channels played them as part of its programming. They were available to watch and listen on live-streaming music apps Wink, Hungama, Gaana and Saavn and the top mobile operators offered the song as a caller tune, so people could show their support. Outcome Over 10 million views of the first 3 songs on YouTube6 Pack Band have been invited to perform live at the prestigious Radio Mirchi Music Awards, the Global Indian Music Awards and at the YouTube Fan Fest So far, the campaign has reached over 25 million people and counting…Total PR value earned INR 100 million ($1.5m) for the 3 songs launchedIndia’s biggest celebrities, including Sharukh Khan and Hrithik Roshan tweeted about 6 Pack Band and shared their videos, generating support from the world’s most renowned mediaGlobal response to this video has been huge and overwhelmingly positiveOur aim of global awareness was achieved with universal acceptance of the 6 Pack BandKomal Jagtap, 6 Pack Band Member: “After years of silence, my brother invited me home” and “The people who used to harass us on the street say, ‘that’s the star from 6 pack band’”
6 包乐队
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6 Pack Band
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