Myntra unveils its 'Bold Is Beautiful' campaign for ethnic wear brand Anouk

The three videos conceptualised by Ogilvy & Mather present the three facets of choices in the lives of the modern Indian woman - 'homosexuality', 'single-parenting' and the 'joy of staying single'

e4m by Sarmistha Neogy
Published: Jun 10, 2015 9:16 AM  | 3 min read
Myntra unveils its 'Bold Is Beautiful' campaign for ethnic wear brand Anouk

Myntra has recently launched its new digital campaign titled ‘Bold Is Beautiful for its ethnic wear brand Anouk. It has caught the attention of people in the social media space and there have been many conversations around it. The three videos conceptualised by Ogilvy & Mather and produced by Hectic Content present the three facets of choices in the lives of the modern Indian woman. The subject stands out, mainly because of the issues highlighted in it- ‘homosexuality’, ‘single-parenting’ and the ‘joy of staying single’.

The duration of the videos is more than 3 minutes and they speak on issues which the society is not very open about. Click here to view the ads:

Commenting on the strategy behind the ideation of the campaign, Manish Aggarwal, VP Marketing, Myntra Fashion Brands said, “Anouk presents a range of apparel for women that are stylish, contemporary and modern. The brand is all about celebrating women, her beauty, her existence, her grace and her freedom. According to prevalent thinking, ethnic wear is seen as the safe option as it makes them look less sensuous and less appealing to the male gaze. A plethora of ethnic brands occupy this safe space and are mutually indistinguishable. We wanted to give Anouk a sharply defined identity in this crowded category - describing it as an ethnic wear that is bold, vibrant and stylish and even edgy at times. Our intension was to highlight that wearing Anouk is not a compromise, but a choice.”

Sharing her views on the new digital campaign, Nicole Braganza, Associate Creative Director, BC Web Wise felt that the Anouk series is a take on bold issues, the ones that women are often told not to make a big issue out of. “It works well to position the brand as one for the bold and unconventional Indian woman. What is refreshing is that the brand message "Bold Is Beautiful" is nonintrusive, but instead is delicately interwoven through a very real, slice of life story. We're increasingly seeing brands go the "social message" route to connect with audiences through online films, so the idea may not be entirely novel. But it's tastefully done and deserves all the praise for that," she said.

Echoing similar sentiment, Puja Nathani, Creative Head at Team Pumpkin commented, “These Bold Ads by Myntra courageously takes on the everyday problems faced by the women of India, exemplifying how she can voice for herself, express her individual identity and build her own destiny. By bringing out the enigma and power of a woman, these ads have beautifully conveyed how we can put an end to all the social clichés and fearlessly be Bold and Beautiful! Must watch.”

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