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
June 20,2020

New Delhi, Jun 20: Taking cues from her own experience, actor Deepika Padukone on Saturday emphasised that people suffering from depression cannot 'snap out' of the mental health condition.

Continuing with her daily practice of posting mental health messages for people struggling with depression and other issues, Padukone posted the recent message on social media.

"Repeat after me: You cannot 'snap out' of depression," Padukone wrote on Twitter.

Padukone had started with the series of mental health quotes after the sudden demise of actor Sushant Singh Rajput, who committed suicide by hanging himself at his Bandra residence in Mumbai.

The 'Tamasha' actor started voicing her opinion on the importance of mental health through her foundation 'The Live Love Laugh Foundation' (TLLLF) in June 2015. Through the platform, the actor keeps launching nationwide awareness as well as destigmatisation campaigns.

Meanwhile, scores of comments followed on her latest post on mental health, where netizens too shared their take on mental health.

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News Network
January 2,2020

New Delhi, Jan 2: Hoping her cinematic voice can help bring about lasting change in how society perceives acid attack survivors, actor Deepika Padukone says her latest film Chhapaak should ideally be so impactful that there won't be need for another story on acid violence.

After all, cinema is in itself such a powerful medium, Deepika told news agency ahead of the release of the film, which is based on the life of acid attack survivor and activist Laxmi Agarwal.

The idea behind the social drama is to invoke empathy and understanding rather than paint women who have undergone the ordeal as victims, the actor, who has also produced the film, said in a telephonic interview from Mumbai.

"Beyond the gruesomeness, the violence and all of that, there is a story of the human spirit and hope. That's why we're telling the story," she said.

Deepika, 33, said it was a story that spoke to her and she felt pride in attaching herself to the project.

Chhapaak, directed by Meghna Gulzar and featuring Vikrant Massey, is the second mainstream film to focus on the subject after 2019 Malayalam movie Uyare starring Parvathy Thiruvothu.

"I hope we won't have to constantly tell stories on acid attack survivors for us to see change. I hope with our film we begin to see that change for ourselves as a society and for acid attack survivors.

"If we don't, then we've done something wrong as a society. Cinema in itself is such a powerful medium that hopefully just through this one film we will hopefully be able to see that kind of change and impact," Deepika said.

The actor said there was not much planning behind the decision to back the film financially.

"Sometimes certain films need a little more hand holding, a little more love and support. I felt like I would be adding a little more value as a producer.

"This is a film I'm very proud of, not just from the script point of view but even in terms of the story and its message," she said.

The film, which releases on January 10, will be Deepika's first release in two years and comes after her marriage to frequent co-star Ranveer Singh.

The actor said she used the time to creatively replenish herself.

"It was about finding a film worthy of putting out there. It's not that work at my end had stopped. I was constantly looking for scripts that challenged and excited me.

"I would look at it as time for creative fertility. It's important to nurture yourself. The work that goes on behind the scenes... most often we're constantly on a film set, but whether it's meeting with writers and directors, looking for scripts... That is also part of the creative process and that's what I've been doing."

The title Chhapaak instantly evokes the image of acid being splattered, and Deepika said the director wanted a word for the film's name that could also lend itself to a song.

"I think she said 'chhapaak', which is the sound of a splash, is something that could adapt or lend itself beautifully to a song. Perhaps, it also has to do with fluidity. So on one hand, liquid is known to take different forms, a liquid such as this (acid) can change someone's life forever," she said.

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Agencies
August 9,2020

Mumbai, Aug 9:The questioning of Rhea Chakraborty's brother Showik by the Enforcement Directorate (ED), in connection with the death of actor Sushant Singh Rajput, continued till around 6:30 am on Sunday, according to sources in the ED.

It is noteworthy that Showik Chakraborty had reached the ED office at around 12 pm on Saturday afternoon, following which the questioning by the investigative agency's officials went on for about 18 hours.

Tomorrow on August 10, Rhea, alongwith her father, Indrajit Chakraborty, are to be questioned by the ED officials.

Showik is named in the First Information Report (FIR) registered by the Central Bureau of Investigation (CBI). Rhea was earlier questioned by the ED at its office in Mumbai in connection with the case. The agency also questioned Showik and Shruti Modi, former business manager of Rajput.

According to sources in the investigation agency, the officials have got hold of electronic evidence in connection with the case and they are also searching for phone records of conversations between Rhea and her father and brother.

The ED had already questioned Rhea once on Saturday, following which she was called back on Monday.

Meanwhile, CBI has collected documents related to the actor's death from Bihar Police. The ED has also asked the late actor's friend, Siddharth Pithani, to appear before the agency on August 8.

The agency had on July 31 registered an Enforcement Case Information Report (ECIR) in the case after FIR was filed by KK Singh, the late actor's father, against Rhea in Bihar on July 28.
The ED earlier interrogated Samuel Miranda, an associate of Rhea over the latter's properties, sources said.

The investigating agency has registered a case against six accused including Rhea in connection with Rajput's death.

Rajput was found dead at his Mumbai residence on June 14.

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