Shattering stereotypes that often bind them from expressing themselves, India’s first ever transgender pop-band, 6 Pack Band, has won the Grand Prix Glass Lion, the top award in the Lion for Change category, which celebrates culture-shifting creativity that promotes gender equality and debunks stereotypes.
The pop band, launched by Y-Films in collaboration with Mindshare Mumbai and Brooke Bond Red Label, won for its extraordinary campaign around gender rights and outreach. This is the second international recognition for the 6 Pack Band. Recently, Y-Films and the 6 Pack Band won India its first Webby Award, the Internet’s highest honor, in the Public Service and Activism category.
“The approach was incredibly inventive, in actually creating a band and using music and some very popular experiential pop-culture entertainment, which was very significant. And then, backing it up with some incredible videos, which really engage the consumer and speak to our humanity. It hit all the check marks that we could possibly want,” added Madeline Di Nonno, Head of the Glass Lions jury and CEO of the Geena Davis Institute on Gender in Media.
The band’s first music video, “Hum Hain Happy,” features the pop group covering Pharrell Williams’ catchy anthem “Happy” and has racked up almost 2 million YouTube views. The 6 Pack Band has released a number of tracks, available on YouTube, since it formed in January.
So far, the 6 Pack Band has released five music videos, featuring actors Hrithik Roshan, Arjun Kapoor and singer Sonu Nigam, on the Y-Films official YouTube channel.