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."

Comments

Add new comment

  • Coastaldigest.com reserves the right to delete or block any comments.
  • Coastaldigset.com is not responsible for its readers’ comments.
  • Comments that are abusive, incendiary or irrelevant are strictly prohibited.
  • Please use a genuine email ID and provide your name to avoid reject.
News Network
April 28,2020

Los Angeles, Apr 28: A top-secret documentary feature about former first lady Michelle Obama is set to start streaming worldwide on Netflix from May 6.

According to The Hollywood Reporter, the doc shares its title with Michelle Obama's best-selling 2018 memoir "Becoming" and recounts some of the same history of her life.

"Becoming", like the best documentary feature Oscar winner "American Factory", comes from Higher Ground, the production company run by former President Barack Obama and the former first lady, which has an exclusive pact with the streamer.

The documentary marks the feature directorial debut of cinematographer Nadia Hallgren known for her work on "Trouble the Water", the 2008 indie about a couple surviving failed levees, bungling bureaucrats, and their own troubled past and a portrait of a community abandoned long before Hurricane Katrina hit.

"Becoming" also picks up where that story left off by following her on the 34-city tour that she undertook while promoting her book.

"Those months I spent traveling meeting and connecting with people in cities across the globe drove home the idea that what we share in common is deep and real and can't be messed with.

"In groups large and small, young and old, unique and united, we came together and shared stories, filling those spaces with our joys, worries and dreams. We processed the past and imagined a better future. In talking about the idea of 'becoming,' many of us dared to say our hopes out loud," Michelle Obama said in a statement.

The former first lady also addressed the ongoing coronavirus pandemic.

"It's hard these days to feel grounded or hopeful, but I hope that like me, you'll find joy and a bit of respite in what Nadia has made. Because she's a rare talent, someone whose intelligence and compassion for others comes through in every frame she shoots.

"Most importantly, she understands the meaning of community, the power of community, and her work is magically able to depict it.

Comments

Add new comment

  • Coastaldigest.com reserves the right to delete or block any comments.
  • Coastaldigset.com is not responsible for its readers’ comments.
  • Comments that are abusive, incendiary or irrelevant are strictly prohibited.
  • Please use a genuine email ID and provide your name to avoid reject.
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'.

Comments

Add new comment

  • Coastaldigest.com reserves the right to delete or block any comments.
  • Coastaldigset.com is not responsible for its readers’ comments.
  • Comments that are abusive, incendiary or irrelevant are strictly prohibited.
  • Please use a genuine email ID and provide your name to avoid reject.
News Network
June 27,2020

Patna, Jun 27: As Sushant Singh Rajput’s family tries to come to terms with his loss, they have decided to honour his legacy and celebrate his passion for cinema, science and sports.

In an emotional statement shared on Saturday, the Bollywood actor’s family remembered him as a “free-spirited” person who worked hard to turn his dreams into reality.

“He was free-spirited, talkative and incredibly bright. He was curious about just everything. He dreamed without restraints, and chased those dreams with the heart of a lion. He smiled generously. He was the pride and inspiration of the family,” the statement read.

Rajput, 34, known for films like Kai Po Che!, MS Dhoni: The Untold Story and Chhichhore, was found dead in his Bandra apartment on June 14, sending shockwaves in the film industry and elsewhere.

The family said that the actor’s untimely demise has created an irreparable void in their lives.

“We can’t bring ourselves to accept that we wouldn’t get to hear his easy laughs anymore. That we wouldn’t see his sparkling eyes again. That we wouldn’t hear his endless rants about science again. His loss has created a permanent, glaring void in the family that will never be filled.”

Thanking his admirers for being a constant support as they try and recover from the loss, the family added that Rajput, “truly loved and cherished every single one of his fans.”

The actor, who made the storybook transition from Patna boy to television and then the starry lights of the Hindi film industry, was the youngest of five siblings and is survived by his father and four sisters. His mother had passed away in 2002 when he was a young teen.

To honour his memory and legacy, the family has decided to set up Sushant Singh Rajput Foundation (SSRF) that will support young talents in cinema, science and sports.

His childhood home in Rajiv Nagar, Patna, will be turned into a memorial, where all his personal memorabilia and belongings, that include thousands of books, his Meade 14’’ LX-600 telescope, flight-simulator, will be on display for his fans and admirers.

The actor’s family, who used to fondly call him Gulshan, will also maintain his social media accounts as legacy accounts to keep his memories alive.

Rajput started his acting career with television after dropping out from Delhi Technological University in the early 2000s. He was one of the few talents to have made a successful transition to movies.

The actor made his Bollywood debut in 2013 with Kai Po Che!. In past seven years, he had featured in a number of hits including blockbusters Neeraj Pandey’s MS Dhoni: The Untold Story and Chhichhore by Nitesh Tiwari.

Tiwari’s 2019 hit was Rajput’s last theatrical release.

On Thursday, it was announced that Dil Bechara, which is the actor’s last movie he shot for, will premiere on Disney + Hotstar on July 24.

Comments

Add new comment

  • Coastaldigest.com reserves the right to delete or block any comments.
  • Coastaldigset.com is not responsible for its readers’ comments.
  • Comments that are abusive, incendiary or irrelevant are strictly prohibited.
  • Please use a genuine email ID and provide your name to avoid reject.