Recently, many netizens came forward to celebrate a beautiful and powerful ad by a jeweller based in Kerala. This heart-warming ad has garnered a lot of attention and appreciation for its dignified depiction of a transwoman’s journey.
In an unconventional campaign, Bhima Jewellery, based in Kochi, posted their new powerful advert on YouTube for the campaign ‘Pure as love’. This ad features transperson and activist Meera Singhania.
This ad beautifully captures the journey of a transwoman from childhood to marriage. Her life’s milestone is marked, of course, by pieces of jewellery. The way the ad captures, the slow transformation, of the nervous unshaven young boy into a woman who is about to get married, is extremely powerful and heart-touching.
The purest form of love is acceptance.
For @bhimatvm2 along with Bharat Sikka.
Team: @kunelgaur, Sayantan Choudhury, @Sheetells, Baptiste David, @sudarshanab, @notachalkaushik, @tyagianubhuti10, @TassaduqMufti #bhimajewellery #pureaslove #lgbtqindia #pride🌈 #LGBTQIA2021 pic.twitter.com/BGwiCl7lIc— Animal (@weareanimalco) April 14, 2021
This beautiful ad captures the emotions of the protagonist so beautifully that it will touch your soul. Sending across a strong message on accepting parents, this ad shows how the transwoman receives love and support from her family members.
Her parents and grandparents gift her a piece of gold jewellery at different stages of life.
Because of its positive message, this ad touched the hearts of so many netizens. As the ad has gone viral with more than 1.27 lakh views, people have come forward to applaud the progressive message:
Why aren’t people talking about the new @bhimajewellers ad? It’s a watershed moment in the history of #jewellery ads. A brave move. Will it help sell the product, I don’t know. But it has dared to go where no one has before. 👏👏👏👏👏👏 https://t.co/lnyMQNlDZs— Sudha Pillai (@sudhapillai) April 14, 2021
They have set the bar real real high. As a jeweller manufacturer myself, this just created a new standard to reach for me and my business.— Rajesh Roy (@rajeshroy1929) April 15, 2021
I’m customer number 1 if bhima ever opens an outlet in Delhi… If a brand is brave enough to make this and stick to it I’m supporting them with my wallet !!— gurispeaks (@gurdeep101) April 15, 2021
Beautiful.. finally someone mainstream has the courage to talk about a taboo subject that too while promoting a product. I love this !!!— pri2 (@pri2pais) April 17, 2021
This ad is truly progressive, loved it. More such initiatives please, @bhimajewellers you have raised the bar— Twikle (@Hema_Enchanting) April 16, 2021
Wow wow wow !!!!! A very daring ad . A milestone in an ad spreading a strong message … kudos to the creative team of this ad— Shubha Nambiar (@ShubhaNambiar) April 15, 2021
One of the best and courageous advertisements from the makers in recent times. Need balls to do it and Bhima jewellers have done tat.— Jerry (@jerryjsh_jerish) April 15, 2021
Beautiful ad! Fantastic example of ‘pure love’. The fact that they used a real trans person to play the lead character is even better— Sonal Gupta (@sonal911) April 15, 2021
At IFORHER, we are in love with this powerful ad. Do let us know what you think!