‘Pure as love’: Bhima’s new ad featuring the journey of transwoman breaks stereotypes
Thiruvananthapuram: The internet is in love with the new advertisement from Bhima Jewellers. Breaking years of long stereotypes surrounding transgender community, the ad portrays the journey of a transwoman in an undramatic, subtle but most importantly in an empathetic and sensitive way.
The journey of 96-year-old brand from the traditional brides who sang ‘Pennayal ponnu venam..’ to the transwoman is pure progressiveness.
The new approach is a refreshing welcome in the otherwise clichéd jewellery advertisement industry.
The ‘pure as love’ advertisement was the brainchild of Bhima Jewellers chairman Dr B Govindhan’s grandchild and Bhima’s online marketing head Navya Suhas.
The ad shows the journey of self-realization of a girl trapped in a boy’s body and finally the acceptance of family in the simplest way possible.
Another revolutionary step by Bhima is that the ad features transwoman Delhi-based 22-year-old Meera Singhania Rehani. The 1.40-minute-long, no-conversation, advertisement is directed by Bharat Sikka and created by Delhi-based creative shop, Animal.
The ad, that ends with the final shot of a happy bride and family, surely has left the netizens surprised with the bold step taken.
“Bhima still remains the most loved jewellery brand even after 96 years because it adopts to the changing times. This social sense was the spark behind the new ad,” said Navya.