Exclusive Interview with : Prasanth Kumar, CEO South Asia, Mindshare
Updated on: 28 Jun 2016
It was indeed a proud moment for India, when GroupM's Mindshare took home the Grand Prix in the Glass Lions category for its campaign 'The 6-Pack Band', a branded content initiative for Hindustan Unilever's Brooke Bond Red Label.
Both the brand and the agency have earned several accolades for creating India's first transgender pop band. The normally reticent Prasanth Kumar, CEO South Asia, Mindshare is elated at this epic win and in high spirits. Kumar talks about what went behind creating the Transgender Pop Group, feeling even more motivated with the recognition at Cannes, insights behind the campaign and more…………
What was the brief from the client and the reason for creating the Transgender Pop group?
The premise of the brand Brooke Bond Red Label is to break barriers and make the world a more welcoming place – one cup at a time.
The brand has previously been seen as a catalyst, melting differences and awkwardness, be it at the latent discomfort between communities or at the non- acceptance of a live-in relationship by conventional parents.
This time, the brand took up the issue of a pertinent social inequality that blatantly exists in spite of equality before law and recognition by the books. The brand decided to salute the indomitable spirit of the trans- genders and take a step towards promoting their cause.