CANNES – After taking home the first ever Glass Lion Grand Prix last year for BBDO India’s ‘Touch the Pickle’ campaign for P&G, India is once again home to another top award for Mindshare Mumbai’s ‘6 Pack Band’, this time for Hindustan Unilever.
The ‘6 Pack Band,’ composed of transgender musicians, was formed with the aim to break the stigma towards the so-called “third gender”. The band appeared in music videos with their songs also played over the radio.
The Glass Lions category was introduced in 2015 to celebrate and recognize work that shatter gender stereotypes. This year, the jury was headed by Madeline Di Nonno, CEO, Geena Davis Institute on Gender in Media.
“For us this year, our jury really focused on work that would shatter gender stereotypes by looking at gender issues at its core and truly gender equality encompasses all types of gender issues–discrimination, unconscious gender bias, and injustice. It’s not only a woman’s issue,” shares Di Nonno.
“We looked at all this amazing body of work, what was the one that truly challenged discrimination that was innovative, that leverage multi-platforms and ultimately leverage on pop culture to change pop culture. And this one stood a bit ahead of the others.”
Two more Indian agencies picked up Glass Lions including BBDO India for ‘Dads#ShareTheLoad” for Ariel Matic and Ogilvy & Mather Mumbai for ‘Beauty Tips by Reshma’ for Make Love Not Scars.