MAM
Report on Shemaroo

We are here to empower, won't judge anyone for their choices: Bhima Jewellers

Indiantelevision.com spoke to the 96-year-old brand about its path-breaking new campaign.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2021/04/19/bhima_jewellery.jpg?itok=Wv_nu81F

MUMBAI: Kerala-based Bhima Jewellers has been getting lots of love on social media over the past few days, thanks to its new ad depicting the journey of a transgender woman. While most jewellery ads have the familiar set up of a daughter’s wedding to showcase their product, this one enters untested waters by featuring an actual transwoman, Meera Singhania, as the central character.

The brand approached Delhi-based agency, Animal to help them narrate a unique story of breaking stereotypes in the relatively traditional jewellery business, creating a beautiful and moving film in the process.

Bhima’s marketing manager Vinod Kumar G shared the brand’s intent behind this campaign. “Bhima turns 100 in three years, and we feel that as a brand with such credibility, we want to lend our voice to causes that matter today. This ad is special as it takes us through the journey of a transgender in today’s society – but focuses on the positive side. It ends on a rosy note, at her wedding, with her family behind her every step of the way.”

22-year-old Meera’s own real-life experience of coming out, self-admittedly, was trauma-ridden and not so positive. Which only makes this film with its heart-warming, utopian family setup even more poignant and beautiful.

Kumar adds, “What we want to convey through the ad is that whoever one chooses to be – man, woman, transgender – Bhima is there for you. We are here to serve and empower, not judge. We hope this helps to blur the lines that discriminate on the basis of gender, race, colour etc and families, and (consequently) societies become more inclusive in their thinking.”

The ad with the tagline ‘Pure as Love’, showcases the struggle of a transgender person in coming to terms with their internal conflicts – of having feelings akin to a female while being trapped in a male body. Gradually, she comes to terms with her true self and is unabashedly able to accept herself for who she truly is. And even more significantly, she is unconditionally accepted and supported through every step of her self-discovery by her family.

Brand consultant Ambi Parameshwaran feels this is a “very bold advertising by a relatively conservative brand.” The ad’s bold theme is expressed very tastefully and subtly, without excessive drama. “I admire them for taking on the transgender cause. Kudos to the people who made the film and hats off to the brand that tried to do something like this – which is quite different from the standard father-daughter, marriage kind of films. It is an admirable piece of work and I do hope it works for the brand.”

He adds that because the brand is “largely Kerala-based, with an incredibly high literacy rate, remarkably high social tolerance and diversity – so this kind of advertising will probably work with the Kerala consumer. Perhaps more conservative consumers in other parts of India could find it a little disturbing.”

There have been trailblazing adverts before too, which have tried in their own ways to pull down societal barriers surrounding gender and sexuality. The Vicks Vaporub ad released in 2017 which depicted the real-life story of a transwoman, Gauri Sawant, adopting a girl child is a case in point. Apparel brand Myntra too has done some notable ads portraying lesbian couples.   

If one looks at the jewellery space, Tanishq has on occasions tried doing some unconventional creatives. A few years back, it successfully dealt with the ‘second marriage’ theme in another tastefully done ad. Recently, however, its advert revolving around the godh bharai of a Hindu woman in a Muslim family ran into controversy with many people calling for its boycott, till the brand succumbed to trolls and withdrew the ad.

“One has to be careful before doing these things because we are living in highly sensitive times, when people get easily offended,” cautions Parameshwaran. “For that, Bhima Jewellers must be applauded for their courage and I hope consumers love the ad.”

The jewellery brand, on its part, had been clear from the get go that it wanted a transperson, and not a cis gender person, to play the ad’s protagonist. Unlike mainstream media which erases diverse representation, Bhima Jewellers strives to stay authentic to the cause and represent the community the right way.

Parameshwaran sums it up nicely, “What they are trying to say is Bhima understands love can transcend all barriers. So, if your son/ daughter is a transgender you can still love him/ her.”

And that’s the ‘Pure as love’ messaging this inclusive, empathetic film hopes to send out to the universe. 

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/13/maya.jpg?itok=6AC_y8jC
Mayank Jain joins CarDekho Group as CEO – new auto business

Auto-tech company CarDekho has further fortified its leadership team by appointing Mayank Jain as CEO of its new auto business. He will be responsible for strengthening the organisation’s new auto offering, and deepening engagement with OEMs, dealer network and other enterprise partners.

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/13/pd.jpg?itok=v1OzdxIm
Mercedes-Benz elevates Pradeep Srinivas as marketing head

German premium carmaker Mercedes-Benz on Wednesday rejigged its sales and marketing unit and brought in Pradeep Srinivas as head of the marketing and customer services, replacing Amit Thete.

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/13/lg.jpg?itok=O73aw0w9
LG Electronics India pledges $5.5 million to support Covid-relief efforts

Consumer durable firm LG Electronics India has pledged $5.5 million for Covid-relief efforts and set up medical infrastructure to aid the battle against the novel Coronavirus in India. The company said as part of this initiative, it will set up 10 makeshift hospitals across India in association...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/13/ketan-kulkarni.jpg?itok=TmTcQvp5
Pandemic helped us understand our true resilience: Blue Dart CMO Ketan Kulkarni

At a time when the entire nation is facing the wrath of the Covid-19 pandemic, logistics company Blue Dart has been working round the clock to ensure supply chain continuity. With the #WeMoveSoYourWorldCanMove campaign, the brand ensured quick delivery amid the pandemic scare and ensured that the...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/12/mcdonalds.jpg?itok=_n54igmg
McDonald's India- north & east appoints new leadership team

McDonald's India- north & east on Tuesday appointed Rajeev Ranjan as chief operating officer and Rajeev Goel as chief financial officer of the company. Both will step into their respective roles with immediate effect, following the retirement of Connaught Plaza Restaurants Pvt Ltd (CRPL) head...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/12/photogrid_plus_1620810095146.jpg?itok=1G30HFT_
Shiprocket hires Amit Bhatia as vice president - marketing

NEW DELHI: Logistics start-up Shiprocket has brought on Amit Bhatia as vice president of its marketing division. He moves from BannerBuzz, where he was head of marketing.   Bhatia's mandate is to increase the customer base, improve brand awareness and scale performance marketing to achieve growth...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/12/photogrid_plus_1620809409156.jpg?itok=FmX8tZNJ
ASCI secretary-general Manisha Kapoor named VP, ICAS executive committee

Mumbai: Advertising Standards Council of India (ASCI) general secretary Manisha Kapoor has been appointed to the executive committee of the International Council for Advertising Self-Regulation (ICAS). She will be one of the four vice-presidents on the executive committee. Set up by the European...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/12/sudhir_sitapati-nisaba_godrej_0.jpg?itok=lF1dL85h
HUL's Sudhir Sitapati joins Godrej Consumer Products as MD & CEO

Mumbai: Godrej Consumer Products Limited (GCPL) today announced changes to its leadership team, effective 18 October 18 2021. Sudhir Sitapati will join GCPL as managing director and chief executive officer. Nisaba Godrej, currently the chairperson and MD of the company, will continue to serve as...

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories

* indicates required