According to a few sources 2015 was not an ideal year for the advertising Industry. Though I believe, Myntra did manage to break the clutter with its “Bold is Beautiful” Ad campaign.
It was a bold step by Myntra to hold up the mirror to the society and show the reflection of social taboos like homosexuality, single parenting and discrimination in the work place. My personal favourite is “The calling”. It demonstrates a situation of an aspiring architect who is not given what she deserves just because she is pregnant and her manager being a woman herself; does nothing to support her. The protagonist (Radhika Apte) is undaunted by such; biased circumstance and decides to start her own firm.
This particular Ad focuses on inequality, particularly faced by many women in the corporate world. The discrimination; we are talking about here is not just gender based; but it calls out the mind-set of the people, however not limiting it to remain a generalized statement. It is important to understand that her boss who is also a lady thinks that a pregnant woman won’t be able to add value to the organisation. Being pregnant does not mean that someone is weak or incapable. Pregnancy is a beautiful journey that the woman takes in order to bring a new life into the world and one needs to be very strong and courageous to take up the journey of motherhood. Shouldn’t it be treated with honour instead of abandoning the one who has been a performer? She is strong enough to manage both her professional and personal life distinctively and thus, the society should judge her by the credibility she has built over the years.
On the bright side it also brings a new ray of hope for change, when the woman takes her own stand and does not succumb to her pregnancy condition. In the last part of the Ad, the protagonist shows her new office to her boss and tells her that she is starting off on her own. Seeing this her manager asks her not to do this as she is the best they “have”. She concludes the conversation by saying “had” and leaves.
It is not just a man vs woman or strong vs weak fight, it is about a woman’s struggle at each point of time in order to survive in this stereotypical society. Myntra has taken a small step towards the change by celebrating womanhood. It also symbolises that we cannot depend on others to bring in the change that we deserve, rather the change starts with “I”. As they truly state; Bold is beautiful.