Kriti Sanon trashes Women's Day hype; uses it to launch clothing line

Actor Kriti Sanon has leveraged the hype around International Women's Day to launch her clothing (western-wear) line Ms.Taken, in collaboration with Sachin Tendulkar-backed celebrity fashion company Universal Sportsbiz (USPL).

In the process, she, in a no-dialogue video, has trashed the hype - and hypocrisy - around this day.

She uses the suddenly popular placards-instead-of-dialogues technique to put her message across. While we talk about gender equality, girl power and women's rights, the streets are still unsafe for women, the glass ceiling is still intact and women are still judged for their choice of clothes - that's the message in a nutshell.

Ananth Narayanan, CEO, Myntra, says, in a press release, "We have been working successfully with USPL to retail their youth focused brands Wrogn and Imara which are poised for 3x growth on Myntra in FY17. The launch of Ms.Taken, exclusively online on Myntra, will help drive this growth further. We are confident that USPL's focus on long-term brand building and our cutting-edge consumer insights will continue to strengthen our partnership, and will make Ms.Taken a leader in the women's western wear segment."

The brand is positioned as premium, progressive and carefree.

Kriti was part of Hindi feature films Dilwale and Heropanti. She has acted in Telugu movies as well.