Shattering Stereotypes, One Ad Film At A Time

“Ajay, two years ago I moved because you were up for a new job,” says Pratima to her husband.

“Ya, so? Everybody does that. Everybody travels with their husbands,” is the pat reply from the husband.

An intense pause later, all Pratima can say is, “I am not everybody.”

That last line could well be the punchline of all of Anouk’s ad films. In its latest campaign, ‘The Move’, the brand portrays the fine line women are forced to tread in a ‘marriage versus career’ battle, whereas in this partnership the question of one versus the other should never have to come up.

Anouk’s fifth film under the Bold is Beautiful campaign, this ad yet again takes up another sensitive issue that revolves around a woman’s life and challenges conventional tenets. Just as the film shatters stereotypes, the Myntra owned brand shatters the image that ethnic wear is staid and traditional. The woman’s character, as well as the brand, emerges as bold, vibrant, stylish and even edgy.

Commenting on the ideation of the campaign, Gunjan Soni, Chief Marketing Officer, and Head, International Brands Business, Myntra, said, “Anouk’s campaigns have always exemplified how the Indian woman can voice her opinion and craft her own destiny. Taking the topical short film approach forward, the fifth film in the ‘Bold is Beautiful’ series takes on the prejudices that married women face whilst exploring career opportunities in other cities. Through these campaigns, the intent has been to deliver the brand message in an impactful but non-intrusive manner.”

Related Articles

Myntra Onboards Alluring Luxury Ayurvedic Brand Amrutam

The brand places a strong emphasis on sustainability.

Here is How Myntra’s Beauty and Skincare Segment Continues to Grow From Strength to Strength

The segment has been as resilient as ever.

Urbanic is on Myntra and We Can’t Keep Calm!

At Myntra, we thrive on driving unique collaborations and partnerships in our endeavour to bring the trendiest styles....

All You Need to Know About Our Latest Sportswear Addition – the Iconic British Brand Slazenger

The British sportswear brand is available offers the best of activewear fashion.

Myntra’s Home & Living Category Expands Further With the Launch of Home Center

The brand offers thousand of popular styles.

Ahead of EORS-14, Myntra Strengthens its Kids Wear Portfolio With Alia Bhatt’s Clothing Brand Ed-a-Mamma

The homegrown brand makes a serious case for sustainability.

Myntra for Earth Offers its Customers a Choice of Sustainability

It's a one-of-its-kind Myntra theme store dedicated especially to sustainable fashion alternatives.

Myntra: Official Fashion Partners of Royal Challengers Bangalore!

RCB’s ardent fan base can expect a lot of engagement and insights into the lives of their favourite cricketing heroes.

Myntra’s brand partner, Varanga, walks the talk on women empowerment

Myntra’s unparalleled support and critical insights have enabled the brand, and Ragini as an entrepreneur, to grow.

Vaani’s Verve Brings Alive the Mango Spring-Summer Collection

The ‘Happy and I know it’ themed campaign portrays the energy, confidence and youthful spirit of the modern Indian woman.