Monday, September 25 2017, 11:40:19
  • fatasstic
  • fatasstic
  • She Says

Priya Motiani

IWB Blogger

Bollywood’s Radhika Apte Plays An Employee Facing Pregnancy Bias

  • IWB Post
  •  December 5, 2015


Yesterday, Myntra released a new short-film called ‘The Calling’ for the ethnic-wear label Anouk. This one is an addition to the brand’s ‘Bold is Beautiful’ trilogy of short films which dwells upon social issues.

Well, I have to admit that this 2-minute long video is my new-found reason to love Myntra even more. You must see how crisply the notion of pregnancy bias in the corporate world is driven home!

The film begins with a senior architect dropping home her pregnant colleague. On the way home, the pregnant protagonist Shaheen played by Bollywood actress Radhika Apte confronts the senior colleague Uma (Shernaz Patel) about the unfair treatment at the workplace that the former has been receiving.

As the conversation unfolds, we come to know that Shaheen’s bump has been bumping with her professional career in a big big way. She is being held back from getting a promotion.

To this, she responds that she can efficiently manage both – being a mom and being an architect. Towards the end, we see Shaheen walking out of the car and of the job and heading towards starting her own firm.

You need to see the film for yourself to feel how empowering that scene is!

Here’s what Radhika Apte had to say about the film:

“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.”

Indeed it is! Dear expecting women, are you listening?

“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,” says Abhishek Verma, Head, Myntra Fashion Brands.

Further adding to it, Manish Aggarwal, VP, Marketing, Myntra Fashion Brands says, “It is more about individualism than feminism.”

What do you have to say about it?

Contact us for your story


Leave a Comment

Your email address will not be published. Required fields are marked *

  • JWB along with the brand Jewel Saga bring you a selfie contest inspired by the campaign AidToMaid.

need help