Fashion ads depict Indian women challenging social norms, including same-sex relationships

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      In recent years, companies have been challenging social views through marketing campaigns and advertisements, such as depicting interracial or same-sex couples. Somewhat surprisingly, companies like Cheerios or Honey Maid have not backed down in the face of backlash, but have instead stood their ground, even addressing or embracing the controversies.

      Companies have recognized that the controversies provide social media exposure. As in the case of Archie Comics, which featured a gay interracial military wedding, it can also be a means to update a company's or product's image as progressive or even cutting edge.

      The latest examples comes from India.

      Indian fashion brand Anouk has released a series of ads for their Anouk Bold is Beautiful campaign that depicts women challenging traditional values or stereotypes.

      One ad entitled "The Whispers" features a single mother who tries to retain her composure amid social assumptions about her.

      Another one, entitled "The Wait", shows a young female professional who finds creative ways to turn down the advances of a man flirting with her at a bar.

      The ad though that has gone viral is "The Visit", which depicts the tender interactions of a same-sex couple as they prepare to meet the mother of one of the women.

      The three-minute piece is garnering attention because a colonial-era law against homosexuality was reinstated in India in 2013.

      There have been other cinematic depictions of same-sex relationships and homosexuality, including the gay-themed comedy Dostana and Canadian director Deepa Mehta's controversial lesbian film Fire.

      Like a 2013 Filipina ad for Pantene that tackled workplace sexism, these ads address social issues as a means of associating their brand with being socially conscious and appealing to consumers who are interested in social progress.

      So far, Anouk's risky bid has been successful: the campaign has generated international coverage and "The Visit" has gone viral.

      While the bottom line is that these companies want to sell products, these images do have an influence upon society, by representing groups or members of society who are often rendered invisible, marginalized, or ignored.  

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