Get-hooked April 28, 2018
Brooke Bond Red Label advertisement shatters the many myths linked with autism
Brooke Bond Red Label, the 110-year old tea brand from Hindustan Unilever Limited, is trying to build a conversation around disability through music.
In an attempt to break stereotypes associated with autism, the brand’s second edition of the Six Pack Band campaign has disabled children from a band.
The kids are between the ages of 13 to 18 years.
Called Issphesal 6, the band is made up of three girls and three boys. The band members’ spirit as they deal with varying challenges from learning difficulties to autism is shown in the campaign.
Red Label, which has history of socially inclusive advertising, has earlier come out with a music video on India’s first transgender band.
Through the video, Red Label hopes to spark a conversation during the ongoing World Autism month. The title track will be followed by a launch of six songs over the next six months.
A team of 30 experts like music therapists and counsellors auditioned over 200 children from 60 organizations to cast the band members.
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