India jewellery ad starring transgender model wins hearts

India jewellery ad starring trans model wins hearts
The Bhima jewellery ad has been viewed over two million times on social media. Source: BHIMA JEWELLERY
2 Min Read

Daily US Times: An Indian advertisement for traditional Indian jewellery starring a transgender model is winning hearts in the country and around the world.

The advertisement charts the story of transition of a trans woman – an awkward teenager with facial hair and self-doubt who transforms into a beautiful confident bride.

With 22-year-old Meera Singhania Rehani, a student of Delhi University, in the lead of the advertisement, it was made by Kerala-based jewellery house Bhima and it depicts the love and acceptance that the protagonist receives from her family – each milestone in her life is celebrated through the gold jewellery they gift her.

Titled Pure as Love, the one-minute-40-second video has been viewed more than 1.4 million times on Instagram and 900,000 times on YouTube since its release in April and has received rave reviews.

Meera, who is also a part-time model, came out to her family two years ago, says when she first heard about the ad, she “was very sceptical”.

She said: “I didn’t want someone to appropriate my trans identity for commercial use. I was also nervous since the film involved transition and as a pre-transition person I’m shown as a man with a beard.”

But she said when she read the story and researched about the director, she decided to say yes.

” I’m glad I did. Doing this has also helped me become more comfortable with myself,” she said.

India has an estimated 2 million transgender people. Indian Supreme Court ruled in 2014 that the transgender people have equal rights under the law as people of other genders.

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