India's first 'bold and beautiful' ad featuring a lesbian couple is creating waves all over the internet.
As India does not approve of gay relationships and gay sex is not well received in popular culture, the commercial has been termed path-breaking.
The ad was created for apparel company Anouk Ethnic Wear. In the video one of the lesbian partners is getting ready to meet the other's parents. One of the girls says she doesn't want to hide their relationship anymore and that it was time to take the bold step.
"We tried to avoid the stereotypes associated with gay people. There was no one woman looking more masculine or feminine in the film. We tried to give it a candid feel like it is any other couple being apprehensive about meeting the parents," Avishek Ghosh told The Times of India. He is the co-partner of Hectic Content, the production house that made the film conceptualised by ad agency Ogilvy & Mather, Bangalore.
The Anouk commercial, titled 'The Visit', is part of the brand's 'Bold is Beautiful' series, and is going viral on social media.
"The ad has got 3 million views across social media like Facebook, YouTube etc," Manish Aggarwal, VP (marketing) at Myntra Fashion that is promoting the ad, told TOI.
Watch the ad below: