Top Story

e4m_logo.png

Home >> Advertising >> Article

Myntra's in-house brand Anouk gets bolder with new ad film

25-August-2016
Font Size   16
Myntra's in-house brand Anouk gets bolder with new ad film

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.

Link:

Brand strategy:

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.”

Previous campaigns:

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.

Tags Anouk Myntra Gunjan Soni Bold is Beautiful

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In an exclusive data shared with e4m, Pan Masala/Zarda/Gutkha had the highest jump of 185 per cent in terms of ad volumes in the first 14 matches

Bose, who has a career spanning over two decades, was DNA’s Editor-in-Chief. He has previously been associated with the India Today Group

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compe...