‘The Move’ – An eye-opening short film by Anouk

Anouk makes yet another striking move with, ‘The Move’ – an eye-opening short film that deals with married women and the pursuance of their career goals. Continuing with its spell of producing some of the most noteworthy short films under the Bold is Beautiful campaign, Anouk, the Myntra owned ethnic wear brand presents a strong perspective on the subject.

Anouk’s films have always challenged the conventional tenets that bind aspects of a woman’s life, such as single parenting, a woman’s choice of her relationship, standing up against eve teasing and pregnancy bias at work. This season, Anouk introduces another dimension to these narratives by hitting upon the sensitive issue of balancing marriage and career. The storyline delves into the life of a married woman and her career aspirations by challenging the archetypal notion that a husband’s career always takes precedence over that of his wife’s. It takes the viewer through the subject while clearly emphasizing that being married should not be an impediment to a woman’s progression in career. 

‘The Move’ – a captivating narrative of two minutes, presents the audience with a scenario of an intense discussion between a young married couple. Pratima, an editor, who has found a job in Delhi, tries to convince her husband to move with her. But Ajay exclaims that he is up for a promotion and requests her to stay back stating that all wives settle where their husbands dwell. By the end of the film, Pratima decides to pursue her new career opportunity. She powerfully conveys the message that married women can look up to career opportunities and follow their dreams, even if it calls for relocating to another city. Pratima elegantly leaves for her new adventure in a stunning blue Anouk tunic, and palazzos.

Theatre actors Shreya Dhanwantary and Vijay Verma have played the role of the couple in the above storyline. The fifth film in the Anouk – ‘Bold is Beautiful’ series, ‘The Move’ has been directed by Shamik Sen Gupta and produced by Hectic Content.

Link to the video: https://www.youtube.com/watch?v=OwbfFZiHxOA&feature=youtu.be   

Commenting on the ideation of the campaign, Gunjan Soni, Chief Marketing Officer 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 5^th 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.”