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Report on Shemaroo

Brooke Bond's new campaign features differently abled teens

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MUMBAI: The ignorant often refer to people with special needs as ‘paagal’ or ‘mad’. Y-Films, the youth films wing of Yash Raj Films has launched the second single of India’s first ‘Isspeshal Band’, the Brooke Bond Red Label 6-Pack Band 2.0 titled, ‘Dil Toh Paagal Hai’.

The song flips that on its head by telling people that if not discriminating between people or listening to your heart is at times considered crazy, then we all need to celebrate that madness. Because the heart, after all, is crazy. The band is an exciting new music collective of six differently abled teens with special needs but incredible music skills and passion. Conceived and produced by Ashish Patil, the project is curated by Shameer Tandon. The new version is a collaboration with ace singer-composer-song writer-rockstar Vishal Dadlani.

The iconic track from Yash Chopra’s cult classic film featuring Shahrukh Khan, Madhuri Dixit and Akshay Kumar has been recreated by Shameer with additional lyrics by Kumaar. The new music video directed by Adil Shaikh features around 100 students, teachers, counsellors, therapists and staff of The Gateway School of Mumbai, a special needs school celebrating life and accepting each and everyone as they are.

Hindustan Unilever general manager for Brooke Bond Red Label Shiva Krishnamurthy says, "It is wonderful to get Brooke Bond Red Label 6 Pack Band 2.0 into the next gear with an iconic chartbuster song like DTPH. The celebratory spirit of this song resonates with the way Brooke Bond Red Label approaches its purpose of urging people to break barriers, shed their prejudices and make the world a more welcoming place."

Mindshare India President of client leadership Amin Lakhani adds, “The new song in the journey of 6 Pack is a fabulous take on the iconic Dil Toh Pagal Hai. In its new avatar it delivers a telling story of how society labels people with special needs as abnormal and questions that If living in the moment or living life without inhibitions is Pagalpan then so be it - because that’s the way to live. A brilliant rendition of a song that is a legend, now delivers a call for acceptance and non-judgement and there s no one better than a Vishal Dadlani - an absolute energy powerhouse who could do such an astounding job at this song. I’m sure this song will melt hearts and make people have a relook at their own considerations of special needs people.”

Y-Films head Ashish Patil mentions, “The special needs community has always been all heart. And the heart doesn’t differentiate between caste, colour, gender, ability or disability. That’s one thing we all need to learn to truly make this world a more ‘isspeshal’ place. We are honoured and thrilled beyond bits to present this thumping new version of Yashji’s cult classic to spread this important message.”

According to World Health Organisation’s estimates, 20 per cent of the world requires some form of medical intervention for a mental health issue. But 80 per cent cases go unreported due to the stigma attached. This entire campaign hopes to build greater awareness, understanding and acceptance about mental health and disability and, of course, create some kickass music along the way, that will hopefully drive everyone’s dil paagal!

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