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

What makes Rompers stay in trend?

In recent times, many have gone gaga over rompers. Comfy and a total time-saver, they are an eye-catching alternative....

Go Tra-La-La with Myntra

Guess what is young India’s favorite celebrity couple up to these days? Oh yes, we are talking about Bollywood....

The Big And Small Moments Behind EORS 8

With every edition of EORS, Myntra keeps raising the bar for itself. For now, we are bringing together the big and....

Technology Meets Tradition for Myntra’s EORS

From selling food grains, biscuits, sugar and soaps, to delivering fashion, kirana stores in India are now doing it....

Get, Set, ‘Blink Go’ This EORS

We live in an age where the role of technology is indispensable in our lives. From commerce to fashion, everything is....

The Wait Is Over! Begin Your Shopping Spree At Myntra’s EORS

After five consecutive years and seven editions, Myntra’s signature End of Reason Sale is an online shopping festival....

Roadster Store Expansion Plans To Mark Half A Century By 2020

The Roadster fever is catching on and in the next couple of years, Myntra plans to rigorously spread its offline....

Roadster Go Introduces You To The New Era Of Speed Shopping

Do you love shopping but despise the long queues at the checkout? It seems like a test of patience every time. Well,....

Of Swabhimaan, Chocolates, Carnations And A Lot More On Women’s Day

It’s International Women’s Day and the world is abuzz with activities to mark the occasion. Besides grand gestures....

Here’s How To Rock Holi In White

Holi Hai! The festival of colors is here again and so is the need for the perfect outfit. While Holi is known for....