Campaign: Bold is beautiful
Company : Myntra Fashion Brands
Agency: Ogilvy & Mather
A three-film ad campaign by fashion e-tailer Myntra showcases the new age Indian women in three different situations. The first ad film titled, ‘The visit’, highlights the issue of homosexuality. The ad film starts with glimpses of one of the girls who is shown getting ready for the day. As the girl blow dries her hair, her partner who is sleeping on the sofa asks why she is wearing a blue kurta when her mother likes the colour orange. To this the girl replies that she is not at all fond of the colour. As they continue to talk, the girl in the blue kurta looks at the table clock and reminds her partner that it’s four pm. Lazily, her partner asks when her parents are supposed to come. The girl then call her parents to check about their whereabouts. She then goes about doing some last-minute cleaning. Her partner comes wearing an orange colour kaftan style kurta. They discuss their relationship and whether it will accepted by the parents. Meanwhile, the phone rings bringing the news of the arrival of the parents. The film ends with the girls holding hands as they go to meet the parents. The super says, ‘Bold is beautiful’.
Two more ad films, one titled ‘The whispers’ showcasing a single mother and the other called ‘The Wait’ highlights the issue of women partying alone at night. The ad film talks about how and why women in India still cannot walk into a bar and order a drink without being propositioned.
While there are many economic and political issues that hog the headlines, there are umpteen social issues too that need debate and discourse. However, much of urban India is still uncomfortable discussing such topics. Homosexuality, single parents, women’s freedom are some of these. We would prefer to be deaf and blind to such social “upheavals”. But quietly but surely, India is the midst of such social revolutions. And advertising lately has been holding a mirror to such transformations.
There is a reason why brands are picking up such topics. Not only do such ads help them stand out in the clutter and get talked about, these issues resonate with today’s audience — especially the youth which every brand wants to target. And when a brand wants to push the envelop, such topics are a godsend. As Manish Aggarwal, vice president – marketing, Myntra Fashion Brands says, “According to prevalent thinking, ethnic wear is seen as a 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. Anouk symbolizes this bold and beautiful choice of women.”
And Myntra’s ads depict that new India beautifully, without any explanations, double entrendres or weepy monologues. What works in favour of all the three films is the subtle manner these issues have been brought to light. Launched on the digital media, the ad has gone viral and has got much appreciation on social media. None of the characters look crass or over the top as they are usually portrayed in a Hindi soap or a film. Moreover, even the actors through their acting lend a serious tone to the story telling. In all, the three ads leaves you with the feeling that we live in a new India.