New ad film focuses on pregnancy bias in corporate world

December 4, 2015

New Delhi, Dec 4: Fashion portal Myntra whose ad film earlier this year dwelt on the 'social taboo' of homosexuality today released another short film starring Bollywood's Radhika Apte highlighting pregnancy-based discrimination at workplace.

raThe film titled "The Calling" for Anouk forms the sequel to the ethnic wear brand's trilogy of films "Bold is Beautiful" that dealt with other social issues such as single parenting, eve-teasing and women's relationship choices.

The new film is a tight narrative of two minutes that takes place in a drive after work when Uma, a senior architect drops her pregnant colleague Shaheen (played by Radhika Apte) home.

En route Shaheen confronts Uma on the discrimination she is facing at work due to her pregnancy, for which Uma (played by Shernaz Patel) is largely responsible.

By the end of the film, Shaheen eloquently delivers the message that she can manage both roles of being a mother and an architect with aplomb.

The two minute long film is set to be aired across digital platforms starting today.

"I truly believe in the brand's philosophy of celebrating the bold and beautiful attitude of Indian women. I loved the simple yet powerful script and felt myself being completely involved in narrating the story of a pregnant woman who takes her choices very seriously and defends them feistily. It's very important for women to do that," Apte said in a statement.

Apte attempts to personify women who when considering maternity are at their most vulnerable state of their careers, with many corporates handling a pregnant woman's insecurities in the most callous and discriminating manner.

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 film, he said exemplifies how the Indian woman can voice herself, express her identity and craft her own destiny.

"It is more about individualism than feminism," he said.

Commenting on the new TV commercial, Abhishek Verma, Head, Myntra Fashion Brandssays said, "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."

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News Network
April 21,2020

Mumbai, Apr 21: While the whole country continues to struggle against the COVID-19 crisis, filmmaker Rohit Shetty's name has been added to the list of renowned personalities who have come forward to give the frontline workers a boost to help them in their battle against the deadly infection.

Rohit Shetty has facilitated eight hotels across the city for the on-duty corona warriors to rest, shower and change with arrangements for breakfast and dinner. The Mumbai Police thanked Shetty for this kind gesture in keeping Mumbai safe and tweeted," #RohitShetty has facilitated eight hotels across the city for our on-duty #CovidWarriors to rest, shower & change with arrangements for breakfast & dinner. We thank him for this kind gesture and for helping us in #TakingOnCorona and keeping Mumbai safe."

Meanwhile, scores of celebrities have stepped forward in the fight against coronavirus by supporting different initiatives to help the ones going through the difficult situation due to coronavirus outbreak.

India's count of positive coronavirus cases reached 18,985 after 1,329 new cases were reported in the last 24 hours, the Ministry of Health and Family Welfare said on Tuesday.
Out of the total cases, 15,122 are active cases, 3,259 have been cured and discharged and one has migrated. With 44 new deaths reported in the last 24 hours, the toll stands at 603.

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News Network
April 19,2020

Mumbai, Apr 19: It is important to stay united and have faith in each other to fight the coronavirus pandemic, veteran lyricist-screenwriter Javed Akhtar said on Sunday, expressing concerns over the attack on healthcare workers and cases of communal tension in the country.

In a video shared by Akhtar's wife, veteran actor Shabana Azmi on Twitter, the writer urged people to stand together in this time of crisis.

"The country is undergoing a crisis at this point of time. To fight this crisis called coronavirus, it is important for us to be united. If we will keep suspecting each other or won't understand each other's intentions, there will be no unity, then how will we fight it?

"You must salute these doctors who are endangering their lives to test you. Unless you get tested, you will not know whether you have the disease or not. You can be treated only after that. It's a matter of stupidity that, I've heard, people are pelting stones on those doctors. This should not be done," Akhtar said in the 2 minute-long clip.

The 75-year-old lyricist also said that targeting a particular community defeats the goal of unity.

"I also hear that shops of a particular community are being shut, 'thelas' are being overturned or people are hit so that they can flee. This is not how unity works. We will have to believe each other. We all are citizens of this country," he said.

Akhtar appealed to the Muslim community to offer prayers from home in the holy month of Ramzan, which will begin from April 24 or April 25.

"I request all the Muslim brothers that now that Ramzan is coming, please say your prayers but make sure that this doesn't cause problems to anyone else. The prayers that you do in the mosque, you can do that at home. According to you, the house, the ground, this all has been made by Him. Then you can do your prayers anywhere," he said.

"Ensure that your speech, slogans and deeds don't create any suspicion in the minds of others. And to all the other citizens of the country, I'd say please have faith in each other, practice unity, don't resort to hatred. Only with the help of love and trust, we will be able to fight with the coronavirus," he added.

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News Network
March 27,2020

New Delhi, Mar 27: By posting a stunning picture of herself, actor Kareena Kapoor Khan on Friday motivated people to stay strong during the tough times that the country is facing amid the coronavirus crisis.
The actor took to Instagram and posted a high-on-style picture of herself clicked from behind.
In the picture, the 'Jab We Met' actor is seen standing in front of make-up mirrors that had lights adding on to the shine of the picture.
"Nothing can dim the light that shines from within... Stay strong. We can and we will," she captioned the picture in which she is seen wearing a blue bodycon dress having puffy sleeves.
The glamourous picture received scores of comments from the celebrated actor's fans.
With the entertainment industry under shutdown, many celebrities are self-isolating them to prevent the spread of COVID-19.
The number of people who have tested positive for the coronavirus rose to 724 on Friday, according to the Ministry of Health and Family Welfare.

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