Mindshare Frulcrum won the Grand Prix at Cannes for creating India's first transgender band -- Six Pack Band.
Winning the Grand Prix at Cannes is not just special for Mindshare Fulcrum, a unit of Mindshare India, but also for partner Hindustan Unilever (HUL). Amin Lakhani, Head, Team Fulcrum, Mindshare talks to Anuka Roy about the 20-year relationship Mindshare has with HUL, and what this win means to both of them
Talk to us about the bond that Mindshare Fulcrum shares with Hindustan Lever (HUL)…
It’s a journey both Unilever and Mindshare have co-created. We celebrated our 20-year anniversary last year. And after the celebrations, there could not have been a better gift from Mindshare for Unilever than a Grand Prix for the work we have done together. I am sure this will go a long way in increasing the amount of work we do, and belief in the work that Mindshare does.
How did the Glass Lion-winning campaign come about?
We initiated this entire brand-centric content solutions conversation. It is a matter of great happiness that one of the great ideas went on to win a Grand Prix at Cannes. It has reached the pinnacle of all work we have done through the years. What makes it more special is that we are the first media agency to win a Grand Prix in the Glass Lions. The success here is indicative of the creative powerhouse that is Mindshare.
But how much of that does a client like Hindustan Lever value over better media rates or cheaper GRPs?
When clients put down money, they deserve to get the best value. Given Unilever’s scale and size, and our relationship with them, it is critical that they get the best value out of it, and there can be no compromise on that. I do not think that because we seek great value, we do not see creativity. They don’t either, because Unilever also believes in the ideas and solutions that we bring to the table.
Talk to us about the sentiments of the team that worked on this.
They are ecstatic. I think many of my team members have not slept since they got to know [about the win]. Ad this is not only the Fulcrum teams in Mumbai, but our Unilever media team is also celebrating. The brand teams and our content partners at Y Films, are also celebrating with us. Not only these teams, but the entire Mindshare fraternity across the country, whether it is in Delhi or in the Bangalore office, everybody is joining us in the celebrations because it is a matter of great pride. As we call it in our system, the ‘purple pride’. Everybody has been ‘bleeding purple’ in the last 24 hours.
In Arrangement with MxMIndia.com
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 "Amin Lakhani, Leader, Team Unilever, South Asia, Mindshare Fulcrum")
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