homevideos Newsstoryboard18 NewsBrooke Bond Red Label's 'Isspecial band' is back with specially abled teens

Brooke Bond Red Label's 'Isspecial band' is back with specially-abled teens

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By CNBC-TV18 May 26, 2018 3:27:16 PM IST (Updated)

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The much celebrated Brooke Bond Red Label 6-Pack Band is back in its second avatar as the 'Isspecial band', this time featuring six talented specially-abled teenagers in six videos with one celebrity in each.

In 2016, Brooke Bond Red Label's unique initiative the 6-Pack Band featuring six transgenders not only won hearts across the country, but also brought home the coveted Grand Prix in the Glass Lion category at Cannes Lions.
This year, the first song of the new series titled 'Jhakkad Pakkad Dance' was launched last month on the occasion of World Autism Day and has already received a few million views on YouTube. It features six teens between the ages of 13 to 18 with special needs, but incredible music skills, drive and passion. Director-producer Karan Johar, who feels deeply for the cause, joined the bandwagon, with a voice-over for the first video.
Storyboard’s Anant Rangaswami spoke to Shiva Krishnamurthy, General Manager - Brooke Bond Red Label at Hindustan Unilever and Amin Lakhani, President - Client Leadership at Mindshare India to find out what is the kind of impact that Brooke Bond Red Label is expecting from this initiative.

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