Mumbai: Neha Kakkar, one of the most popular singers of this generation, known for her chartbusters like Chull, Kaala Chashma, London Thumakda and more has now extended support for mental health & disability by cutting a new single with a special needs band. The band created by Mindshare & Yash Raj Film’s youth wing Y-Films, titled Brooke Bond Red Label 6-Pack Band 2.0 comprises 6 differently abled teens with incredible music skills. And the track, ‘The Isspeshal Yaar Song’ celebrates the friends who stand by you in times of need and otherwise.
Speaking about her collaboration, Neha said, “When I was first introduced to the band, I couldn’t believe the talent that I saw. They are such sweet kids, filled with innocence. In the few hours that I spent with them, all I remember was being happy. I wish our whole world was filled with isspeshal friends like these, then it would certainly be a much better place!”
Amin Lakhani, President, Client Leadership, Mindshare India, added, “The third song in the life of 6 Pack Band 2.0 is a heartening take on friendship. Despite the fact that the society turns a blind eye towards these special kids, especially at the playground, these kids always find a way to make friends. This celebration of true friendship is stupendously encapsulated in Neha Kakkar’s melodious voice and the sweet moments of fun and fulfillment between our 6 lovely band members. I’m sure this song will give you goosebumps and would encourage everyone to take that first step of friendship towards these truly ‘Isspecial’people!
Reiterating Brooke Bond Red Label’s commitment to this inclusive initiative, Shiva Krishnamurthy, General Manager, Beverages, Hindustan Unilever, said, “With each new song, Brooke Bond Red Label 6-Pack Band 2.0 is highlighting a relevant and significant aspect about the differently abled. This resonates with Brooke Bond Red Label’s credo of celebrating togetherness irrespective of gender, age, ability or disability. Everyone needs friends, so saluting friendships with these talented young people is special for us too.”
The music video for the song was made special courtesy a trip to the fantastic Imagica Adlabs Amusement Park. The band with their best friends spent a day on rides, attractions and more. From rollercoasters, Gold Rush Express, Tubby Take Off to the newly opened celebrity museum, Snow Park and yummy food to boot, it became the perfect location to celebrate friendship. Mrs. Pooja Shetty Deora, Director, Adlabs Imagica added, “We are proud to have hosted the kids from the 6 Pack Band 2.0 and their friends during this shoot, it was a lot of fun and learning. We must make space for those that are differently abled to have a society that is fair and equal to all.”
The music video directed by ace Bollywood choreographer Adil Shaikh is triggered by the insight that often the biggest challenges people with special needs face, are not in the classroom, but on the playground. That of making friends and keeping them. That’s why those who stick it out with them, and stand up for them are isspeshal. So the video features photographs of people with special needs with their best friends from around the world including Singapore, US, UK, Australia and various parts of India. Some of the special needs children, in fact, even just sent in a picture with their pet as they considered them their best friends.
Ashish Patil, Head of Y-Films said, “We couldn’t have found a better yaar than the supremely talented Neha Kakkar to make this 6 Pack Band 2.0 song even more isspeshal. Neha helped us celebrate those isspeshal friends from across the globe who help make this world a better place!”
Mindshare & Y-Films ka Brooke Bond Red Label Band 2.0 features Ananya, Anjali, Maitreya, Parth, Prerna & Rishaan. The songs are written by Kumaar and composed by Shameer Tandon who is also the curator of the project. 6-Pack Band 2.0 is conceived & produced by Ashish Patil and this is their 3rd single and music video. The songs are showcased on Y-Films’ YouTube channel and available on all popular music platforms. Their previous collaborations include a launch by Karan Johar and a collaboration with Vishal Dadlani. There are 3 more singles to follow. Hopefully this campaign will help take one step forward in creating greater awareness for mental health & disability and push people to take the effort to make friends with people with special needs.