Myntra promoted Anouk, a sub-brand of ethnic wear for modern day women by a digital video of a girl in relationship with another girl. They had worn Anouk. Previously, Myntra had two more ads for Anouk — one with a woman alone at the bar and another showing a single mother, and both these were dressed  comfortably in their Anouk. The couple ad has gone viral, where the couple in love does care for family endorsement.

Myntra is not the first to touch the same sex theme. There was Fast-track ad showing two women emerging out of closet with crumpled clothes and contented grins. Many ads have emphasized women empowerment. Airtel ad showing a woman boss ordering her spouse who was her subordinate at office to finish the task, and then asking him to come home where a favourite meal of her husband cooked by her awaits him. The conversation takes place on Airtel. As digital ads could be customized and finely segmented, such ads can be flashed to the right target audience. They engage the young people in digital space.The campaign has to create a buzz. Ads mirror the world around us, and social shifts.  The old stereotyping of roles is just fading. It is about the choices and freedom. The ads flow with the current of female autonomy.