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The story behind Bhima Jewellery’s ‘Pure as Love’ ad

Retail Jeweller India

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When 96-year-old jewellery brand Bhima approached Delhi-based creative shop, Animal, with a brief, the agency’s creative head Sayantan Choudhury was pleasantly surprised. That’s because it’s not every day that a traditional company approaches an ad agency to help them narrate a relatively untouched story, break stereotypes, and create a moving and beautiful film.

Bhima Jewellery’s film ‘Pure as Love’ features the journey of a transgender person. Shot in and around Fort Kochi by Ransom Films’ Bharat Sikka, the film has several postcard moments. Some scenes are set in small, familiar neighbourhood establishments like the local tailor shop. Some show us sweeping shots of the open sea, echoing the emotions of our protagonist perhaps. Ransom Films and Animal took seven weeks to put the film together.

Meera Singhania Rehani, the star of the film, is a 22-year-old student from Ambedkar University, Delhi. Rehani who got her gender reaffirmation surgery last year identifies herself as an artist. Choudhury admits finding a trans-woman was a tough task. Many declined “because it involved revisiting a journey which is ridden with trauma in so many cases. It was brave of Meera to take up this role,” says Choudhury.

When Sikka, Choudhury and their teams spoke to Rehani, one aspect of her journey stuck with them. “She said the story of this film is not her experience. Her experience was more difficult. But to tell a story like ours with its unfettered positivity is so important because trauma is already deeply ingrained with the trans experience,” shares Choudhury. He admits that the film “depicts a utopian situation” but “in an authentic manner”. For instance, during the shoot, Rehani had to go back in time and was made to look exactly how she used to look. While portraying the young male, “her nervousness actually shows in the film. And then when she shook off that wig and got rid of the beard, the transformation was instantaneous and joyful to watch,” says Choudhury.

Bhima’s ad isn’t tactical. We are way past International Women’s Day. This helped the film stand out. According to Choudhury, if brands expect to get attention or increase sales through purpose-led advertising, then agencies should “try and return the favour by making sure the communication is a step forward for those causes.”

 

Courtesy: Economic Times

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