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
January 9,2020

Los Angeles, Jan 9: Actors Salma Hayek and Tiffany Haddish are hopeful about the future for women in Hollywood and now cinema is making films about women because the audience was "neglected".

The duo along with Rose Byrne star in Like a Boss, a comedy directed by Miguel Arteta, which follows best friends Mia and Mel (Haddish and Byrne) who join forces to run their own boutique cosmetics company.

When the prospect of a big buyout offer from a notorious titan of the beauty industry (Hayek) tempts them, their lifelong bond - and their business - is put in jeopardy.

Hayek said she is happy with the increase in female-driven films in Hollywood.

"We're on the right path. And we're not going to stop," the actor told Variety.

"What I can tell you is that a lot more women are directing and acting and writing and producing. And there are a lot more movies made about women and for women because the audience was neglected, she said.

She was speaking at the premiere of the film in New York.

Haddish added that the mantle for change shouldn't be left to the traditional decision-makers.

To get things, one has to sometimes make noise, the actor-author said.

"It's about us putting in the work and creating the projects and creating the opportunities in order to do those things to make it better. I sit back and I listen to people talk sometimes, saying, 'They're not letting us; they're not giving it to us.' Why do we have to ask permission? Why can't we just start putting it together? If they want to come on board with it, come on board. And if not, oh well," Haddish said.

"I'm about creating an opportunity. People say I'm loud and obnoxious, but sometimes it’s the squeaky wheel that gets the oil and gets things done," she added.

The comedy comes on the heels of a year gone by in cinema that featured female protagonists in films like Little Women and Captain Marvel.

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May 2,2020

Washington, May 2: American singer Ariana Grande and Justin Bieber have teamed up to help others in need during the COVID-19 pandemic.

Grande and Bieber announced on Friday(local time) that they are working on a song, 'Stuck With U,' which will drop next week with all proceeds slated to go to coronavirus relief.

The 26-year-old songstress Ariana tweeted on Friday, "Stuck with u by me and @justinbieber out May 8th. head to my Instagram for more info. thank u to @1strcf and @sb_projects for making this possible."

Grande also announced the news on Instagram, and wrote, "Grateful to announce that my friend and i have partnered with @1strcf and @sb_projects on this release. proceeds from the streams and sales of #stuckwithu will be donated to first responders children's foundation to fund grants and scholarships for children of healthcare workers, emergency medical technicians (EMTs), paramedics, police officers and firefighters serving at the front lines during the global pandemic."

The 26-year-old pop-star Bieber, also added in a statement, "More than ever we are seeing the selfless, tireless and amazing work that doctors, nurses and healthcare providers give to the world every day. It is our hope we can lend our voices to raise awareness and give much-needed support for them and their families. It's my honour to come together with my friend Ariana and our SB Projects family to try and do some good."

The two music superstars have also independently been helping people in need. According to sources to Page Six, Grande, who has been communicating her longing to make music during the quarantine, has sent fans between 500 and 1,000 USD using the Venmo app.

One of the Ariana fans told Page Six that the 'Senorita' singer "took care of my salary for the month." She has helped more than 20 fans, said the outlet.

The '7 rings' singer also joined the Disney family singalong in April and sang 'I Won't Say I'm In Love' the animated film 'Hercules.'

Back in February, Bieber cantered his efforts on China, saying at the time that he "couldn't imagine how scary it would be if a new disease was effecting my wife and my family and friends."

The 'Yummy' singer said he made a donation to the country and urged his followers to join in on the conversation.

Bieber also accepted the #AllInChallenge to raise money for COVID relief. The singer said he will fly to your house for a private concert and sing 'One Less Lonely Girl.'

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Agencies
January 11,2020

New Delhi, Jan 11: The Delhi High Court on Saturday restrained from releasing Deepika Padukone-starrer 'Chhapaak' movie without due credits to the lawyer who represented the acid attack survivor, Lakshmi Agarwal, in her legal battle.

The restraint will be effective from January 15 in multiplexes and live streaming and for others from January 17.

The court directed filmmaker Meghna Gulzar to give due credit to lawyer Aparna Bhat who fought the criminal case for the acid survivor on whose life the movie is based.

It passed the order on a petition filed by Fox Studio challenging a trial court order which had directed the filmmakers to give credit to Bhat.

Delhi's Patiala House Court had earlier this week passed an order granting an ex-parte interim mandatory injunction directed that the filmmaker has to carry a line "Aparna Bhat continues to fight cases of sexual and physical violence against women" during the screening of the film.

Fox Studios then requested the Delhi High Court to set aside the trial court order.

The petitioner submitted that if the order passed in a suit filed just one day before the release of the film, is not vacated, varied or modified, then the petitioner will suffer grave injustice and irreparable harm and injury.

The movie, which hit the cinemas yesterday, is based on Laxmi's life. In 2005, at the age of 15, she was allegedly attacked by a spurned lover.

Laxmi had to undergo several surgeries. Later, she started helping other acid attack survivors and promoted campaigns to stop such gruesome attacks.

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