Edited to add: See the section titled Edit/Addition below.
Just came across this Myntra ad featuring a lesbian couple, on this site.
This is a first. And it’s surprisingly understated. They are not trying to make a statement, they’re not trying to be deliberately different, the dialogues are simple, the actors are relatable. I have a new-found respect for Myntra and the clothing brand Anouk.
What I liked the best is that it’s so confidently and yet plainly executed that I don’t seem to find a single loophole to either start a debate or criticize it. It’s a very courageous step for the brand and as far as I’m concerned it speaks volumes of the progressiveness of the management.
Watched it yet? What did you think?
So in the last 24 hours since I watched this ad, my opinion about it has changed somewhat.
- On watching it again I found it to be a very ordinary ad, but I still do admire the brand’s courage in even broaching such a topic.
- I was wrong in thinking this was the first ad featuring in India featuring a gay couple. The article that GM shared with me made me realize that this is in fact the third.
- On watching the other two ads, I realized that I liked the other two better, because they ACTUALLY made a statement, and a statement I liked.
- Again the same article that GM shared, opened a few more perspectives about this ad, and I agree with some of them quite a bit. I agree with one of the interviewees that this does look at a certain class of women. But all the same, the brand Anouk does have the kind of clothing that caters to a particular set of women who come from a certain economic and social background: upper middle class, liberal, educated, independent, progressive. So as an ad, I still have nothing against whom they decided to market it to.
- As an ad, they don’t really have to show problems that women face, neither are they a brand in any way associated with gender equality and feminism. So I am okay if they didn’t highlight the everyday problems lesbian women have to face.
- A very very relevant point I thought the article made was that lesbian women don’t always come in twos just like heterosexuals are not necessarily identified by whether or not they’re a couple. I’d be very interested in how the ad could have shown a single lesbian woman.
- I also agree with another point that the women have been largely shown as acting like friends rather than a couple. This is an interesting point. And when I look at the sort of the conversation they have from a heterosexual perspective, I find it a little bit phony. As a heterosexual couple, I don’t find myself talking to the husband in that kind of tone, nor do we have the kind of “cool” mornings shown in the ad. But I am willing to accept that it could just be that we are very unromantic people, who just don’t talk in that kind of tone.
If you are reading this addition to the blog, you must also read this article that inspired a change in my previous perception of the ad.