'Pure as love': Kerala's Bhima jewellery's ad featuring journey of a transwoman goes viral

An advertisement released by a jewellery brand based in Kerala has garnered the attention of social media for its heartwarming conceptualisation of the journey of a transperson. Bhima Jewellers, based in Kochi, published their new advert on YouTube for the campaign 'Pure as love'.

The commercial features transperson and activist Meera Singhania. It shows the journey of an unshaven nervous boy transforming into a confident woman who is about to get married. The ad gracefully captures the different emotions the protagonist goes through while accepting her femininity. 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 had has gone viral on YouTube, garnering more than 1.09 lakh views. Netizens praised the jewellery brand for the progressive advert.

One user said, "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." Another wrote, "Brave ad. So glad someone went ahead and made it. Mad respect for the creative team."

A third user added, "Felt so happy seeing this. Yes it wouldn’t be a reality tomorrow but I can a see a faint light at the end of tunnel. Thanks Bhima Jewellery @bhimajewellers." Yet another posted, "Progressive, bold and pure. Trodding upon territories not visited by jewellery ads, as yet. Love it!"