Kerala-based jewellery brand Bhima Jewellers’ latest ad celebrates love and womanhood like none before. The heartwarming film traces a transgender woman’s transition journey, capturing each of her milestones in a touching manner.
Though the imagery of a woman donning statement pieces is quite a cliché for jewellery advertisements, this film goes beyond that. Without the use of words, it captures the essence of unconditional love and acceptance. We see the untethered support of the protagonist’s family, all of whom hold her hand every step of the way. At no point is she asked to accede to societal expectations or disguise her authentic self.
Here’s why the Bhima Jewellers advertisement is unlike the rest
Brands and marketing agencies are notorious for their superficial approaches to marketing and advertising with social messages. Pride month brings with it a series of brand logos juxtaposed with rainbows in “solidarity” with LGBTQIA+ folx.
However, Bhima Jewellers is one of the few brands that has gone beyond such momentary support of convenience. What’s more is that, unlike others, they ensured authentic representation in casting transwoman and activist Meera Singhania to play the protagonist.
Considering how on-screen representations at times mirror societal beliefs and realities, having an ad film that addresses inclusivity through the gender spectrum, especially in a traditional space, is a huge win.
What netizens had to say
It seems like this tender and hopeful 100-second ad film tugged at quite a few heartstrings. Not too long after it went live, social media was abuzz with praise and appreciation.
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
— Kubbra Sait (@KubbraSait) April 15, 2021
Loved watching each bit of this beautiful ad by Bhima
PURE AS LOVE! 💛❤️🧡 pic.twitter.com/Inh3jTBmse
— Aditi Krishnan (@AditiKrishnan_) April 16, 2021
— N.S. John (@NebuSamJohn) April 16, 2021
— kay (@kflyyt) April 16, 2021
Ah! This is so beautiful and representation done right!
The ad features Meera Singhania, a trans person.
Salaam to #bhimajewellery !
— Smitha T K (@smitha_tk) April 15, 2021
In breaking away from the typical cisgender narratives to propagate inclusivity, Bhima Jewellers has set the stage for brands to have a more intersectional approach to marketing. If a 96-year-old traditional jewellery brand can do it, anyone can.