The HUL brand continues to push the advertising envelope with the second transgender video created by Y-Films, the youth wing of Yash Raj Films.
Hindustan Unilever (HUL)'s happy hijras (Hindi slang for eunuchs) are back, this time with Sonu Nigam, and a much higher branding quotient. 'Brooke Bond Red Label 6 Pack', India's first transgender band, which debuted with an amusing number 'Hum Hain Happy' last month, has released two new videos titled 'Sab Rab De Bande' (original and acoustic).
The videos conceptualised and executed by Y-Films (Yash Raj Film's youth films wing) tell two real-life stories of transgenders who were initially ostracised, but accepted by their neighbours later. While the original version has a lot of colour and an international feel to it, the second is completely acoustic, quite Indian in its feel and is stark.
The 6 Pack Band will release a total of six tracks as part of this initiative which is aimed at furthering the cause of gender equality in India. The Hijra community was officially recognised by the Indian government in 2014 as the third gender, and given a special status under the Rights of Transgender Persons Bill for the purpose of education and employment.
Talking about the next video that will be out soon, Patil says that Asha Bhonsle's 14-year-old grand-daughter will debut with the song. "It will be a very interesting collaboration. For the song, we have used a genre of music called 'Stomp'. The music will be composed without the use of any musical instruments, but with objects such as tea leaves, buckets and utensils," he says.
The 6 Pack's debut number 'Hum Hain Happy' that went viral with over a million views was a rendition of the popular English song 'Happy' by American singer Pharrel Willliam. The 'Sab Rab De Bande' (original) feat seems to be a bigger hit with more than 2.5 million views on YouTube so far. The second one 'Sab Rab De Bande' (acoustic) which was released three days ago is also picking up. All three tracks have been composed by Shameer Tandon.