Bold advertisements are coming out every other day. They reflect the changing times we live in and also pay a tribute to the bold women of today, who are charting their own courses in every aspect of their lives. These women, in turn, inspire other women to take courageous steps and stand up for themselves.
It all started with the path-breaking ads for Anouk, Myntra’s fashionably ethnic brand. The ads were about a single mother trying to protect her privacy after moving to a new neighbourhood, a lady by herself in a bar trying to ignore the attentions of a stranger, a lesbian couple getting ready to “meeting the parents”, and a pregnant employee breaking free of prejudices at work.
Myntra’s campaign for Anouk was called ‘Bold is Beautiful’ while the individual ads had names like, ‘The Whispers’, ‘The Visit’ and ‘The Wait’. The campaign had a message for women of all ages.
The ads also grabbed the eyeballs of the social media, definitely a space to cater to today. It started many conversations and changed many mindsets, for sure.
The concept for the ads on homosexuality, single-parenting and the joy of staying single were created by by Ogilvy & Mather and produced by Hectic Content.
On the campaign, Manish Aggarwal, Vice President, Marketing, Myntra Fashion Brands, has this to say: “The brand is all about celebrating women, their beauty, their existence, their grace and their freedom. We wanted to give Anouk a sharp, defined identity, in a crowded category, by describing it as an ethnic wear that is bold, vibrant and stylish – even edgy – at times.”
The ads are edgy, because opinions and mindsets are no longer about something being right and something being wrong. There are no more clichés about women empowerment which anyway make little sense. Now, it’s about real freedom to make real choices in life despite societal pressure. The ads persuade people to come out of hiding and live their life as they deem fit.
Clearly, fashion brands have come of age. They are trying to form a deep connection with their customers, and it’s no longer about simply offering them clothes to wear but creating brands that define their inclinations and attitudes as well. The ads were aimed at intelligent and independent women.
In the footsteps of the Anouk ads has come the Benetton commercial, with its #UnitedByHalf series of ads. The ads gave a witty twist to the “for better or for worse” vow taken at weddings, with women striving for equal pay as well as true equality in all other aspects of life as well.
Zivame’s #FitForAll ad was an ode to women of different sizes, thereby completely demolishing the existing myth of the size-zero shape.
More recently, on the occasion of Valentine’s Day 2017, the leading online fashion portal allowed couples, including a gay couple, to expressing their love for each other. That was really a bold and path-breaking move. Myntra’s message was clear: its clothes are for the contemporary modern, bold and beautiful woman or man.