After the success of its previous short films under the ‘Bold is Beautiful’ campaign, Anouk, the ethnic wear brand from Myntra has released their fifth film titled ‘The Move’, which also questions the stereotypes ingrained in our society. It highlights the sensitive issue of the challenges which women face to pursue their career after marriage.
The film conceptualised by Hectic Content and written and directed by Shamik Sen Gupta delves into the life of a married woman and her career aspirations by challenging the archetypal notion that a husband’s career always takes precedence over that of his wife’s. It takes the viewer through the subject while clearly emphasizing that being married should not be an impediment to a woman’s progression in career.
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.”
The brand’s previous film ‘The Calling’ questioned workplace biasness towards pregnant women. Featuring actress Radhika Apte and Shernaz Patel, the brand addressed a vital issue which every women face when considering maternity. They often have to deal with severe discriminating behaviour from their office as a result of which they leave their career in order to concentrate on their personal life.
Last year, the brand Anouk came into the attention of the consumers after it kickstarted their digital campaign ‘Bold is beautiful’. The films owing to its bold content including issues like ‘homosexuality’, ‘single-parenting’ and the ‘joy of staying single’ created a lot of conversations on social media. There was a great buzz around the brand, the reason being they spoke about issues which the society is not very open about.