The Internet Is Overwhelmed By Ad That Captures Transwoman's Journey

For its latest campaign, titled 'Pure as love', Kerala-based Bhima Jewellers chose to showcase and celebrate the journey of a transwoman.

An advertisement by a jewellery brand has sparked a buzz on the Internet for all the right reasons. For its latest campaign, titled 'Pure as love', Kerala-based Bhima Jewellers chose to capture and celebrate the journey of a transwoman. The one-minute-forty-second long video begins with the protagonist identifying as a woman. With time, the audience accompanies the woman on her transition and we see her grow physically and emotionally empowered. The milestones of the journey are marked by jewellery, presented -- and shared with her -- by her supportive family. The commercial begins with her receiving a pair of anklets from her father and the last shot features the woman as a South Indian bride sharing a laugh with him. The new Bhima Jewellery ad is certainly an achievement of sorts for India. It has one of the most heartfelt expressions of gender identity seen in Indian advertising so far.Agency: The Delhi-based independent creative agency, Animal. 1/3 pic.twitter.com/BcpBuRg9cK This ad brought a year to my eyes. Every story matters. And this is told with such empathy.Thank you, Bhima Jewellershttps://t.co/QCn3of1tct Wow! This was overwhelmingly beautiful! https://t.co/X2VPnpcciE https://t.co/b6lGIl4XLt what a progressive ad from Kerala Bhima Jewellery. ❤️ pic.twitter.com/TcPRwd52pr Watching the new #BhimaJewellery ad on loop. So, just so divinely beautiful!Her smile at the end! 😊Hats off, the genius creative team behind !As for Bhima , authenticity and purity are what they've always stood for. Sending love, as pure as your gold for this attempt! 🤗 Wow!Finally, I see a brand advertisement which has empathy. This is so beautiful!@deepsealioness@Vidyut@RichaChadha@ranjona@rupagulab@sonaliranadehttps://t.co/R3p2muRzLg The video received immense praise on social media for breaking gender stereotypes. The brand was also applauded for shattering gender stereotypes and casting a transwoman as the protagonist. Meera Singhania Rehani, a 22-year-old student from Ambedkar University, Delhi, plays the protagonist and the advertisement was made by the Delhi-based agency Animal. Reacting to the clip on Instagram, Dr Trinetra Haldar Gummaraju, one of Karnataka's first transgender doctor wrote, " Beautiful, beautiful ad."