Mindshare Mumbai wins Glass Lions Grand Prix for transgender music band campaign

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6Pack.jpgAerial3.jpgThumbnail image for endacidsale.jpgIn a major coup for India, Mindshare Mumbai has won the Grand Prix for Brooke Bond Red Label Tea in the Glass Lions category in Cannes.

Mindshare developed Hindustan Unilever’s Brooke Bond Red Label Tea “6 pack band”, India’s first transgender music band.

Jury President, Madeline di Nonno, described the work as global, inclusive and impactful. “Gender equality is not only a women’s issue. It includes all aspects of marginalisation, discrimination and unconscious bias faced by all genders.”

The Glass jury also awarded two Gold Lions to India – to Ogilvy & Mather Mumbai for their Make Love Not Scars “Beauty Tips by Reshma” and to BBDO Mumbai for Procter & Gamble’s “Dads #sharetheload”.

Glass is a “Lion for Change” and celebrates culture-shifting creativity. Entries need to demonstrate ideas intended to change the world; that is work which sets out to positively impact ingrained gender inequality, imbalance or injustice. The category was devised in partnership with Lean In.Org and launched last year.

Entry fees from Glass will now be distributed to causes aligned with the goals of the award, including: UN Women, No Ceilings, Men Engage, Gender and Development Network, Geena Davis Institute on Gender in Media, Women for Women, Pro Mujer, Equality Now Inc. and Global Fund for Women. With the assistance of a unique giving platform created by in/PACT, Festival attendees will each be able to allocate €100 of proceeds (€25, up to four times) throughout the remainder of the Festival to their cause of choice, via the Cannes Lions App.”This year, we are honoured and excited to amplify our efforts, enabling delegates to play an active role,” said Kevin Eyres, CEO of in/PACT.

VIEW THE GLASS LIONS WINNER LIST: Glass Lions Winners.xlsx