Campaign India Team
Aug 19, 2016

Anouk makes its next bold, graceful ‘Move’

Watch the film conceptualised by Hectic Content here

Ethnic wear brand Anouk, from fashion e-com player Myntra, has launched another film on its ‘Bold is Beautiful’ platform. The fifth in the series has been produced by Hectic Content and is directed by Shamik Sen Gupta.
The film features a young couple at home. It opens with the rains lashing at the window, while the lady inside gets set to move to another city to take up a new job. She tells someone on the phone that her husband will be joining her later, and urges him to start packing his things. When she looks outside and says she will miss the view, he says she doesn’t have to. He tells her to stay back with him, reasoning that ‘everybody travels with their husbands’. She retorts saying, “I am not everybody.”  Their exchange reveals that she had moved with him two years ago, when he chose to take up a new job. They carry on silently and pensively, exchanging nothing but glances until it’s time for her to leave. When he asks to confirm that she has decided to leave, she explains that she isn’t leaving, but definitely going – this time, it’s about her career. Sticking to her decision, she makes her exit, fondly telling him to join her if he misses her.   
Gunjan Soni, CMO 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.”
Produced by: Hectic Content
Director: Shamik Sen Gupta
Campaign India

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