Bhima Jewellery. Pure as love.#BhimaJewellery #PureAsLove #lgbtqindia #lgbtqia #pride #pride🌈#changemakers #changeiscoming #voicesofinstagram #lgbtqiacommun...
Pure as Love: Bhima Jewellery’s ad tracing the journey of a Transgender
Here we have the 96 years old established jewellery brand to welcome a special campaign to champion lgbtq rights. But let’s see whether the advertisement is introducing meaningful dialogues on the transgender rights. Giving a quick glance to the concept of the ad in a nutshell we can see a brooding boy transforming into a young confident woman with her family’s support. The vibrant backdrop of Kerala, god’s own country gives an added charm to each and every frame. Unlike from the fair and happy hetero women featuring, it throws opportunities to the possibility of portrayals like these. The primary goal of every ad is to gain better reach and to attract customers. We can even argue on the strategy of marketing the brand adopts to compete in a field like this. In addition, the utopian component in the commercial is that it shows a family accepting their kid which will encourage the public to consider something about this issue.
The change is brought alive by the interaction with jewellery with a pair of anklets that her father gifts to the traditional wedding jewellery that she wears as a South Indian bride. Titled 'Pure As Love,' audiences throughout India have appreciated the commercial. Throughout the advertisement, the protagonist's love support is fully demonstrated by her family and there are no scenes where she is picturized as a victim. Let’s hope that this wipes away the norms of beauty and normalcy of every common person.
