Myntra’s contemporary ethnic wear brand Anouk captures the spirit of a woman in the new ‘Bold is Beautiful’ digital campaign executed by Ogilvy and Mather. Ethnic wear is not seen as being bold. It is associated more with being a safe option. With this being the prevalent thinking, a plethora of ethnic brands occupy the safe space and are mutually indistinguishable. Myntra’s contemporary ethnic wear brand, Anouk challenges this narrative in a fresh campaign, ‘Bold is Beautiful’.

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