While advertising in India is still quite conventional, Anouk - a clothing brand that retails on on-line store Myntra.com is making sure it breaks stereotypes.
With its previous ads too the brand has shown a side of the Indian society that exists but is greatly under-represented in commercial ad space - one featuring a single mother while the other a girl in a bar, both challenging and breaking the mould.
This touching new ad shows a conversation between a lesbian couple, like any other. It beautifully captures the nervousness, excitement and anxiousness of a girl introducing her partner to her parents. The lightness and casualness of the conversation and the intonation of dialogues brings out the message of equality like no other. Love has no gender, and more so as the ad rightly says 'And I don't wanna hide it anymore'.
Indian netizens have welcomed the ad and social media is abuzz with support for the campaign. #AnoukBoldIsBeautiful
A part of Anouk's 'bold is beautiful' campaign this one titled 'The Visit' may just trigger a new era in social advertising and it only gets better from here.
Watch this heart-warming video here,
