Campaign India Team
Dec 07, 2015

Anouk strikes another 'Bold' chord, takes on untold pregnancy bias at work

Watch the digital film conceptualised by Hectic Content here

e-Commerce player Myntra's ethnic wear brand Anouk has launched a short film of just over two minutes, building on its 'Bold is Beautiful' series of three films.
The short film ‘The Calling’ deals with biases faced by pregnancy women at work. It has been conceptualised and created by Hectic Content and went live on 4 December.
The film opens as the protagonist Shaheen, a pregnant lady, is dropped by her boss Uma, an older woman. The conversation between the pregnant architect and her senior in the car starts with the older woman complementing Shaheen on her attire, 'which almost hides her bump'. Shaheen doesn't like this, and opens up about her being treated unfairly at work because of her pregnancy. Her clients have been handed to a male colleague, she contends, who has also been given a promotion. Not denying it, Uma says it was a 'management decision'. Uma advises the younger woman to focus on the pregnancy, and tells her that should she choose to come back, she will be considered for a promotion. Shaheen directs the driver to pull over, while a surprised Uma asks if it's her new house. Shaheen reveals that it is her new office – one she designed herself, where she will start off on her own. 
Manish Aggarwal, VP, marketing, Myntra Fashion Brands, said, “Anouk is for the modern Indian woman of today. Taking the topical short film approach forward, we wanted to communicate the brand message of ‘Bold is Beautiful’ in a non-intrusive manner through a real, slice of life story. ‘The Calling’ is the fourth film in the 'Bold is Beautiful' series that exemplifies how the Indian woman can voice herself, express her identity and craft her own destiny. It is more about individualism than feminism.”
Abhishek Verma, head, Myntra Fashion Brands, added, “We see Anouk as the bridge between the old and the new, not just in terms of the apparel we design, but the attitude associated with the brand. All our short stories clearly bring out the essence of the brand while celebrating the modern Indian women.”
Client: Anouk (a Myntra brand)
Script writer and film director: Shamik Sengupta
Production house: Hectic Content
Campaign India