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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Agencies
July 19,2020

Mumbai, Jul 19: Mumbai Police have registered an FIR against two Instagram account holders for allegedly threatening actor Rhea Chakraborty, an official said on Sunday.

The location of the two accused is yet to be traced, the official said, adding that the investigation in the case is at primary stage.

Chakraborty on Thursday requested the cyber crime cell to look into the rape and murder threats she has been receiving ever since the death of close friend, actor Sushant Singh Rajput.

Rajput, 34, was found dead in his apartment in suburban Bandra here on June 14, leaving people in the film industry and audiences shocked.

Chakraborty, in particular, was subjected to online hate with users blaming her for Rajput's suicide.

"We registered the First Information Report (FIR) on Saturday under Indian Penal Code Sections 507 (criminal intimidation by an anonymous communication), 509 (intending to insult modesty of any woman) and relevant provisions of the Information Technology Act," Santacruz police station's senior inspector Shriram Koregaonkar said.

"No arrest has been made so far. We are conducting an investigation in the case," he added.

On Thursday, sharing a screenshot of a hate message she received on Instagram, Chakraborty said while she had ignored many abusive texts sent to her in the past month, the harassment was now unbearable.

The 28-year-old actor eventually disabled the comments section of her Instagram page.

Chakraborty, known for films such as "Mere Dad Ki Maruti" and "Jalebi", had tagged the cyber cell and requested the authorities to look into the threats.

On June 18, she was called to the Bandra police station to record her statement in connection with Rajput's death.

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News Network
June 13,2020

Washington, Jun 13: American actor Gwyneth Paltrow is opening up about her experience during the coronavirus quarantine.

According to Fox News, the 47-year-old star explained to Shape magazine, the July-August cover issue of which she has graced -- that she hadn't realised just "how much the normal pace of life was overburdening our bodies, our minds, and our nervous systems."

The Goop founder explained, "As we have been forced into the confines of our own homes, that has brought up a lot of emotional distress for some, and for others, it has been very peaceful. In my case, I have experienced both."

The 'Iron Man' actor said that she has now started to "settle down" in her "brain and body."

She added of the lockdown, "It has given me new perspective about how much I will take on going forward."

Paltrow noted that before the quarantine, she was always trying to get "wellness moments" in, but she wasn't "really decompressing" until the weekends or on vacations.

"Now I feel different, letting my body go to sleep and wake up in its natural rhythm, having my kids around all the time, eating meals together and having meaningful conversations," she said of her children,16-year-old daughter Apple, and 14-year-old son Moses, whom she shares with ex Chris Martin.

Paltrow noted, "We linger at the table; our dinners are an hour and a half long. My heart feels fuller, and my mind feels calmer in that respect."

For how she de-stresses, the 'Spider-Man: Homecoming' actor said, "I try to do exercises every day for my back and neck because of all the Zoom calls I'm on."

In addition, Paltrow says she and her husband Brad Falchuk go for walks at least three to four times per week. She also takes online fitness and yoga classes.

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News Network
May 15,2020

New Delhi, May 15: In an attempt to constructively use leisure time during the lockdown, actor Bhumi Pednekar has started learning Kathak from her mother, Sumitra Pednekar, who is a trained dancer of this discipline.

Elaborating on her keenness to enhance her knowledge on the dance form, the actor explained about her routine followed for the dance practice and how much she is enjoying it.

"I wanted to learn kathak for a long time as my mother is a trained Kathak dancer! So, for about an hour in the evening this what I and my mom do. She is quite enjoying it and I'm loving learning it from her!" the 30-year-old actor said.

The growing fear of coronavirus has halted many entertainment shootings and productions. The 'Pati Patni Aur Who' actor referring to the current situation opened about the uncertainties of going back to shootings.

"It has put a big question mark on when will we get back to work and how things are going to be. There's a lot of uncertainty. Of course, our dates and schedules have gone haywire and we can't plan anything," she added.

However, the 'Bala' actor is finding a silver lining among the gloom as she says that the time has given her an opportunity to get back to what she used to love as a child - the habit of reading.

"I was a voracious reader but since entering Bollywood I haven't got a chance to read something at a stretch," she said.

"But now, I have got all the time and I'm making full use of the time at hand. I have been watching TED talks and have been reading a lot about climate change because that is something, I am severely passionate about. This time has been very educational for me," she added.

On the professional front, Pednekar will be soon seen as a leading lady in the Akshay Kumar's 'Durgavati' and award-winning director Alankrita Srivastava's 'Dolly Kitty Aur Woh Chamakte Sitaare'.

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