1 in 59 children in India are diagnosed with Autistic Spectrum Disorder, and almost 80% of cases go untreated in early years (CDC, 2018). Even for those who get intervention, the world is not an easy place. Lack of acceptance looms large in a society that lapses into stereotypes.

People with special needs are treated differently at social gatherings, due to their different mannerisms and difficulty expressing themselves. Their families too, get a cold-shoulder from the society. Their neighbors avoid them, and society almost writes such kids off.

Brooke Bond Red Label who strives to bring people together, making the world a more welcoming place, forced India once again to confront these prejudices and change the way special needs people are perceived.

India has a rich culture of music and dance. If special needs people too were to be accepted, the brand needed to get India to love and accept them on the biggest stage.

The idea was to launch India’s first “Isspeshal” (special) pop group – the Brooke Bond Red Label 6 Pack Band 2.0, featuring 6 special kids in 6 music videos over 6 months.

Most people with special needs are labelled, facing discrimination, with pressure to conform. It was integral to the idea that the band released tracks about the need to shed ignorance and inhibitions and learn to accept everyone as they are. They sang about the importance of treating them like any other, reinforcing our message of breaking down barriers.

The aim was to bring people together and raise awareness for India’s special needs people.

It’s known that people with special needs in India are treated very different from the rest of the world. While their own families live in denial, society shuns them.

To generate awareness of this ‘Isspeshal’ band, auditions amongst the special needs community were held, we created a team that went to schools for special needs in India, and 100s of teenagers were auditioned before the final line-up was determined. India’s 1st ‘Isspeshal’ band, the 6-Pack Band 2.0, comprised of 6 teens between 13 to 18 years, with special needs but incredible music skills, drive and passion. Their spirit, their infectious energy, their resolve and their life stories are extremely inspiring.

6 Pack Band songs were launched on YouTube. Without stereotyping the special needs community, which is often the case in Bollywood films, we needed to reach a mass audience so that people can look at them differently, with more tolerance.

So far, 5 songs have been launched. The first song ‘Jhakkad Pakkad Dance’ told people about shedding inhibitions and dancing to the tune of life like no one’s watching.

Another song by the band features Bollywood’s youth icon Tiger shroff which urges society to unlock their stereotypical mindsets and truly accept special kids for who they are.

Soon after YouTube launch, leading television music and radio channels played them as part of its programming.

They were available to watch and listen on live-streaming music apps (Hungama, Gaana Saavn, Apple music) and top mobile operators offered the song as a caller tune, so people could show their support.

The songs garnered over 36 million views, trending on both Youtube and Twitter.

The band was lauded by Bollywood Legend Mr. Amitabh Bachchan in Indian version of “Who wants to be a Millionaire”

Facebook’s “SocialForGood” initiative with Priyanka Chopra recognized the band

The Education Minister felicitated the band Members and showed his support

On the occasion of Republic Day, The Indian Army invited the band to grace the event with their performance

The campaign has reached over 90 million people and counting…

Total PR value earned INR 150 million ($2 m)

The entire entertainment fraternity, including bollywood’s biggest celebrities, tweeted about 6 Pack Band 2.0, shared their videos, generating support from the world’s most renowned media

Towards the end, a mother of the Band Member said: “He now has friends in school. People who used to laugh at us on the street say, “hey look, the 6 Pack Band Singer’’