Jewellery ads in India can be a tricky thing – they are often accused of promoting stereotypes of gold-laden brides. Then of course ads are slammed for promoting communal harmony, environmental consciousness or for having a bit of silly fun. It is therefore a refreshing change when we see a jewellery ad that is progressive and which does not face pushback or condemnation. The ad by Kerala based Bhima Jewellery features a transperson and has gone quickly viral.
The ad features a person transitioning, with love and support from their family. It has had about 2.5 lakh views in just a couple of days of being launched.
The jewellery brand has clarified that the person in the ad is a transperson, activist Meera Singhania. This is inclusiveness done right say many of the tweeple who shared the ad on Twitter.
People have lauded the brand for bringing positive change; showing a person in transition, with the loving support of their whole family.
Transpeople have to contend with shame and rejection – not just from society but from their own families. This ad tells a story that will give hope to many living secret lives afraid to express their essential selves.
The ad makers – the brand for making a bold decision such as this as well as the ad agency for coming up with a concept such as this – have been receiving plaudits for the ad.
The ad is seemingly simple in the story that it tells – but it is profound and important for what it represents and for the idea of inclusivity that it promotes. The end of the ad hints at marriage; that a ‘happy ending’ is no longer denied to people that society sees as ‘different’.
The ad has been described as path-breaking, progressive, bold and so on. It is important in that it supports free choice and people’s right to stand up for those choices without fear of judgement or discrimination. It takes a step closer to normalising and accepting people of the LGBTQ+ community; the rainbow-hued humanity of our world.
Bhima Jewellery isn't some trendy new startup. It is a brand that is nearly a hundred years old. As such it is likely to have customers who have been loyal to the brand for generations. Most prosperous Indian families have a ‘family jeweller’ after all. Given the possible pushback that such an ad could receive from those with conservative outlooks, this ad about a transperson; featuring a transperson is nothing less than courageous.
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