Blog: Baby bump is not a hindrance at work


Baby bump is not a hindrance at work

The ad captures how women achievers are perceived by most of the corporates when they become pregnant while working
Baby bump is not a hindrance at work

In continuing with their ‘Bold is Beautiful’ campaign, Myntra on Friday launched another video  highlighting pregnancy-based discrimination at workplace. The 2-min video, titled “The Calling” takes place when the protagonist, a heavily pregnant Shaheen (Radhika Apte) is dropped home by her senior Uma (Shernaz Patel). Shaheen confronts Uma on how the projects she has been working on, were swiftly passed on to her other colleague, and was also promoted bypassing her achievements. Although Uma doesn’t discount Shaheen’s capabilities, but her attitude clearly disapproves of Shaheen’s pregnancy.

This video resonates with what many women go through when they embark on their motherhood journey. Often they are subject to criticisms whether they will be able to manage both, almost forcing them to quit on their careers. A lot of initiatives are being taken by the corporates where they are asking women on sabbaticals to come back and re-join. Radhika Apte said in a statement (carried by Scoopwhoop), “I truly believe in the brand’s philosophy of celebrating the bold and beautiful attitude of Indian women. I loved the simple yet powerful script and felt myself being completely involved in narrating the story of a pregnant woman who takes her choices very seriously and defends them feistily. It’s very important for women to do that.”



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Topics: #Culture, Employee Relations

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