Gritty ‘Bold is Beautiful’ ad film challenges societal norms

This time around, the brand has taken up a topic which is prevalent in the country. ‘The Move’ is a short film that deals with married women and the pursuance of their career goals. Continuing with its spell of producing some of the most noteworthy short films under the ‘Bold is Beautiful’ campaign, the brand presents a strong perspective on the subject. 

The captivating narrative of two minutes, presents the audience with a scenario of an intense discussion between a young married couple. Pratima, an editor, who has found a job in Delhi, tries to convince her husband to move with her. But Ajay exclaims that he is up for a promotion and requests her to stay back stating that all wives settle where their husbands dwell. 

By the end of the film, Pratima decides to pursue her new career opportunity. She powerfully conveys the message that married women can look up to career opportunities and follow their dreams, even if it calls for relocating to another city. Also, most importantly, the ad conveys that it’s not always the women who have to sacrifice.