India's first transgender band wins prestigious Cannes Grand Prix Glass Lion award

6 Pack Band, India's first transgender band, won the Cannes Grand Prix Glass Lion at the Cannes Lions Festival on Monday night for its campaign for gender rights.

Launched by Y-Films, the band's campaign, 'Hum Hain Happy', in collaboration with Mindshare Mumbai and Brooke Bond Red Label, beat 30 brands from across the world, including four from India, to win the award, says the Hindustan Times.

"From an idea that started at a traffic signal to it now picking up what is considered the ultimate benchmark for judging creativity, we at Y-Films are honoured and humbled to bring home India's first Cannes Grand Prix Glass Lion," said Ashish Patil of Y-Films' brand partnerships and talent management wing.

"The approach was incredibly inventive, in actually creating a band and using music and some very popular experiential pop-culture entertainment, which was very significant," said Madeline Di Nonno, head of the Glass Lions jury and CEO of the Geena Davis Institute on Gender in Media. "And then, backing it up with some incredible videos, which really engage consumer and speak to our humanity. It hit all the check marks that we could possibly want."

The band has so far released five music videos, featuring actors Hrithik Roshan, Arjun Kapoor and singer Sonu Nigam, on the Y-Films official YouTube channel.