After having won hearts all over because of its uniqueness, Y-Films and the ‘6 Pack Band’ (India’s first transgender pop band) created history by beating 30 odd brands across the world and winning the coveted ‘Cannes Grand Prix Glass Lion’ at the Cannes Lions Festival. The said campaign, which was in collaboration with Mindshare Mumbai and Brooke Bond Red Label, won the award for its extraordinary campaign around gender rights and outreach.
Speaking about the achievement, Ashish Patil (Y-Films- Brand Partnerships & Talent Management), “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 India’s 1st Cannes Grand Prix Glass Lion. We are also thrilled to have partners like Brooke Bond Red Label & Mindshare who gave this ballsy idea wings. Bajao taali!”
On the other hand, Madeline Di Nonno (Head-Glass Lions jury and CEO of the Geena Davis Institute) said, “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 consumer and speak to our humanity. It hit all the check marks that we could possibly want.”