Jewellery Ad Film Changes The Formula With Trans Woman Protagonist; Internet Lauds

The Bhima Jewellers ad seeks to both challenge and change the normative narrative around women, queer pride, and inclusivity. For that, it is winning thousands of hearts on social media. 

Of late, advertisement films in India have increasingly become targets of intolerance. Coincidentally (or not), the prominent ones that caused a stir had two things in common: they were centred around jewellery and were women-centric. You can read about them here.

But there's a new short in town that is evolving the narrative upon those very lines. Shared by Kerala-based Bhima Jewellers, the heartwarming ad shows the story of a transitioning trans woman, as she sheds her older skin to fit into the identity she sought, with supportive parents cheering her on from the wings.

The protagonist is played by Meera Singhania Rehani, a prominent trans woman, activist and social media personality. Watch Meera in conversation with SheThePeople and read her story here.

Internet Lauds Bhima Jewellers Ad For Pride Message

Where jewellery ads generally focus attention on the heteronormatively prescribed idea of 'femininity,' this one breaks the mould to show that beauty and gender are defined the way their owner would like to shape them. Another ad along similar concepts that comes to mind is the one by Vicks in 2017, which featured trans activist Gauri Sawant transforming the mainstream understanding of motherhood.

The Bhima Jewellers ">ad is winning universal praise on the internet, with netizens lauding the company for actually practising queer inclusivity over just preaching it. See some reactions below:

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

Just showed mom the Bhima Jewellers ad, and we ended up having the most wholesome conversation, where my wonderful mumma ended up talking about a friend who had their confirmation surgery, and why couldn't people use her appropriate pronouns?

I've never had to ONCE 1/n

— Star Wars: AnuHope (@anumccartney) April 15, 2021

This advertisement is pure gold! =). Kudos to you, Bhima Jewellers. ❤️ https://t.co/M9GdkR5kmQ

— Varghese Rosh Pyyampallil (@pyyampallil) April 15, 2021

Bhima Jewellers, an extremely popular jewelry brand in Southern India has come out with what is arguably one of the most progressive portrayals of transfemininity on screen. In an age where giants like Tanishq withdraw ads due to public outrage, this is to be lauded.

— ❄️ ❄️ ❄️ 🍩🎄 (@markistlemonist) April 15, 2021

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