'Pure As Love': Kerala Jewellery Brand¡¯s Viral Ad Tracing The Journey Of A Transwoman Is Receiving Applause All Around
An advertisement released by a jewellery based in Kerala has garnered attention and apperception for its dignified depiction of a transwoman's journey.
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
Screengrab/YouTube
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
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
¡ª Sudha Pillai (@sudhapillai) April 14, 2021
Posting this again because needs to be amplified
¡ª Shruti Seth (@SethShruti) April 15, 2021
?? https://t.co/4CppEqtNW1
So beautiful this is @bhimatvm2 ?? https://t.co/LyP4SVMkDs
¡ª Tisca Chopra (@tiscatime) April 15, 2021
This is beautiful.
¡ª Kubbra Sait (@KubbraSait) April 15, 2021
Just everything about the story being told is kind.?
Beautifully done @bhimajewellers https://t.co/VO7YCjZvf1
So much love #PRIDE #love #BhimaJewellery https://t.co/LXMscLEHZg
¡ª Jyoti Kumari (@jyoti05) April 16, 2021
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.
