New Delhi, July 7 -- Myntra's new M-Now campaign, created by DDB Mudra India, wants you to believe that even being arrested can be a beauty emergency. In one of the ad films, two women (played by influencers Ayesha Kanga and Sakshi Shivdasani) find themselves at a police station, bare-faced and on the verge of a mugshot. Their solution? Order makeup in a panic-lipstick, bronzer, eyeliner-using Myntra's 30-minute express delivery service.

It's meant to be quirky. Instead, it's clueless.

Let's start with the obvious: turning police custody into a punchline to sell concealer is both tone-deaf and wildly unfunny. In a country where women's interactions with law enforcement are often fraught with fear and power imbalance, this feels like a c...