Culture

What we like about the Anouk ad

Lesbians as people, not props

Myntra has a new series of ads out for Anouk, its in-house Indo-Western line for which Masaba Gupta was signed on as creative director last year. All three ads paint scenarios that come second best to living in the ideal world—namely, making your voice heard in a flawed one. It’s an interesting concept, even if the execution is kind of heavy-handed and rambly. The best of the lot is 'The Visit', featuring a lesbian couple preparing to meet the parents. We like that their chemistry is intimate, rather than titillating or edgy or anything stupid like that. Just a regular couple, who live in what looks like the Fabindia home section, and are preparing to give amma and appa the shock of their lives. Sweet.

Watch the other two ads here and here

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