An advertisement released by a jewellery based in Kerala has? garnered attention and apperception for its dignified depiction of a transwoman's journey.?
Bhima Jewellery, based in Kochi, published their new advert on YouTube for the campaign ¡®Pure as love¡¯ and it features transperson and activist Meera Singhania.
The ad has been crafted beautifully, and traces the journey of a transwoman from childhood to marriage, each of her life¡¯s milestones marked, of course, by pieces of jewellery. The slow transformation of the nervous unshaven young boy into a woman?who is about to get married.?
Also read:?This Eatery In Coimbatore Is Run By Transgenders Helping Them Earn A Respectful, Dignified Life
The commercial also gracefully captures the emotions?the protagonist goes through while accepting her femininity. It is a journey?with one important facet - accepting parents.?She receives love and support from her family members.
Her parents and grandparents gift her a piece of gold jewellery at different stages of life.??
The ad hits the right notes on so many levels, but most importantly, the transwoman emerges with dignity intact, both in her previous and present avatars.??
The ad has gone viral on YouTube, garnering more than 1.27 lakh views. People are praising the jewellery brand for the progressive advert.??
Also read:?¡®Don't Want To Be The Last': Dr Aqsa Shaikh, India's First Trans Woman To Head COVID Centre
What makes the ad all the more special is how respectfully & tastefully it deals with a sensitive subject, one which even brands?with a contemporary and woke sensibility shy away from.
This is indeed 'Pure as love' and we are in dire need of such ads.?