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.

Related: Naaz Joshi x All aBout Eve: Being A Trans Beauty Queen, A Mother, And A Survivor

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.

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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.

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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

This is beautiful.
Just everything about the story being told is kind.🎈
Beautifully done @bhimajewellers https://t.co/VO7YCjZvf1

— Kubbra Sait (@KubbraSait) April 15, 2021

https://twitter.com/AditiKrishnan_/status/1383004341909426184

The Gem – The purest form of love is acceptance.
This shall be the new benchmark for Ads in India.
The actor – #MeeraSinghania lives her life.#BhimaJewellery #PureAsLove

https://t.co/lfOD9pw4XM

— N.S. John (@NebuSamJohn) April 16, 2021

Kudos to #BhimaJewellery
And the trans person is a beautiful bride! 😍https://t.co/SzAcYE9emo

— 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 !

🌈https://t.co/I2jriouurI#LGBTQIA #TransIsBeautiful

— 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.

Related: Maya The Drag Queen x All About Eve: Living In A Transphobic Society, Drag In India, And More