MxMIndia

Tag: GauravJeet Singh

  • The transgender band performed at International Festival of Creativity in Cannes

    Brooke Bond Red Label 6-pack band live at Cannes

    By A Correspondent

     

    At Cannes 2016, it won for Mindshare the coveted Grand Prix Glass Lion. A year later, India’s first transgender band, the Brooke Bond Red Label 6-Pack Band performed live at Cannes, its first in an international arena.

     

    Speaking about the event, Shiva Krishnamurthy, Brooke Bond Red Label spokesperson and Category Head – Tea, Hindustan Unilever Limited, said: “It is a wonderful feeling to see the Brooke Bond Red Label 6 Pack band getting acknowledgement and accolades at the Oscars of advertising. It feels great to know that through our association with the campaign, we have been able to spread our message of inclusiveness, encourage people to become more accepting, break barriers and bond over a cup of tea.”

     

    The campaign is also a ‘best-in-class’ example of Unilever’s Unstereotype initiative in action. Unstereotype, launched last year at the 2016 Cannes Lion Festival of Creativity, aims to advance advertising away from stereotypical portrayals of gender; delivering fresh campaigns that are more relevant to today’s consumer. The Brooke Bond Real Label 6-pack Band was formed in response to the insight that deep-rooted stereotypes hold us back from forming new relationships.

     

    Added Gauravjeet Singh, Head Media South Asia for Hindustan Unilever: “We are grateful to the committee at the Festival of Creativity, Cannes to recognise the Brooke Bond Red Label 6-Pack Band. The journey of the band has been challenging as they have fought social barriers throughout their lives without losing hope. The strength of these 6 individuals is truly inspiring and today we see them perform on a global platform.”
    Said Amin Lakhani, Leader, Fulcrum, Mindshare South Asia: “It is indeed a proud moment for India as our work is showcased at Cannes – the mecca of creativity. We are grateful to the Festival of Creativity, Cannes and to the Mindshare global leadership to recognise the Brooke Bond Red Label 6-pack band, and invite them to perform for a global audience. This is a testimony and belief in our work that began almost two years ago at the HUL Content Day in June 2015. The band faced a lot of challenges throughout their journey, which now culminates to the Cannes stage. Their inspiring performance today is symbolic to their determination and ‘make it happen’ spirit. Truly a collaborative effort between Unilever, Mindshare, Yash Raj Films & Music boutique- who have partnered in this magnificent journey”

     

    Added Ashish Patil, Head of Y-Films, Producer, Brooke Bond Red Label 6-Pack Band said, “We have always known that music can change the world because it can change people. We are super thrilled that our little band, India’s 1st Transgender band, the Booke Bond Red Label 6-Pack Band is on such a massive platform at the prestigious Cannes festival. Here’s hoping we can take this important message of love and equality out to as many people in the world as possible. Full power to them!”

     

  • A quick chat with GauravJeet Singh, Head, Media Service at Hindustan Unilever

    Always nice to have peer appreciation: GauravJeet Singh, HUL (+Video)

    The Best Media Client of the Year crown went yet again to Hindustan Unilever Limited (HUL) at Emvies 2016. Minutes after accepting the honour, MxMIndia spoke with  GauravJeet Singh, Head, Media Services, HUL about the secret behind HUL’s success and much more.

     

    Yet another Emvies Best Media Client title. What is the secret of your success over successive years?

    I think there are two-three reasons. Great work comes from great partnerships. I think the kind of media partnerships we have with our agencies Mindshare, PHD- the rapport has been extraordinary and they have done some extraordinary work over the years. The way they work so closely with the brand teams to bring alive what the brand stands for, I think that just opens up the doors for great appreciation. That is a big reason why we manage to do so well in awards every time.

     

    With so many clients and so much of advertising activity, how is it that HUL wins the award every time?

    I think it is right that it is consistency that is very critical in any work that you do and a big part of that consistency comes from the fact that we are so sharply in the brand. We keep telling our brand story year after year and bring it alive in various ways. We do it at scale, making sure that we get to the right consumers with the right message and because we do it so consistently, it essentially works to a great extent to the advantage of the brands. I think that is the reason why they do get appreciated. For us, the bigger appreciation is the consumer’s love for our brands and that keeps us encouraging to do more and more around that space.

     

     

    The focus is more on media innovation. Is that right?

    Innovation for innovation sake is of very less use, it is the sharpness of bringing alive what you want to do on the brand. That itself is one of the roots of innovation. It could be bringing branded content. But I think we do not prescribe what the root should be, what we do prescribe is the end and the end is that we should be able to tell great brand stories, take up brand stories to consumers in a fashion that is appreciated and loved by consumers.

     

    How much do awards matter to you?

    The biggest award that we get is the kind of love consumers have for our brands and that is what we work for. But it is always nice to have peer appreciation for the work that we do and it is inspiring and pushes us to do more. You get appreciation for something consumers responded to positively and loved it. That is the reason why we feel awards are important.