- Bhima Jewellery's ad takes us on a journey of transformation, of a young, brooding boy to a smiling, confident woman.
- The ad, very effectively, breaks the clutter in the jewellery segment.
- It has been conceptualised by independent creative agency,
Close your eyes and think of a jewellery ad, what are the most common images that come to your mind? I see beautiful women, surrounded by smiling parents and friends, getting ready for some special occasion, usually their marriage. Everyone is happy, the sets are glittery, the jewellery looks beautiful, and so does every character in the film. There usually isn’t a narrative. It’s just a happy moment captured in a woman’s life where the jewellery adds up to the happiness. Somewhat of a cliché, right?
However, every once in a while, a brand comes up with something so different, so refreshing, it makes you sit up and take notice, with a smile on your face and a tear in your eyes.
The ad shows us the journey of a brooding, unshaven boy who, thanks to the love and support of his loving, supportive family, transforms into a happy, confident young woman. The story is told with such simplicity and so much sensitivity that you rejoice with the character by the end of the film.
While many might say what the ad is showing is utopian and that our society is still far away from becoming as accepting as this young woman’s parents are in the ad, I would like to believe that this is a good start. The campaign has been created by independent creative agency, Animal.
What works in favor of the brand is, its inclusion in the story doesn’t feel forced. It is just seamlessly a part of the narrative. The young man is slowly growing more accepting towards himself, there is a lot of acceptance from everyone around him too. The film is full of love and the jewellery is just a part of the narrative. It is present, almost in every frame, but never the main focus.
Jewellery ads in India are all about celebrating femininity, or rather, the society’s prescribed description of femininity. Bhima’s ad therefore breaks the clutter, and does it beautifully.
And as it deserves, the ad has received of lot of love from people.
The new Bhima Jewellery ad is certainly an achievement of sorts for India. It has one of the most heartfelt express… https://t.co/uNYmh27oQ0— Karthik (@beastoftraal) 1618490383000
Why aren't people talking about the new @bhimajewellers ad? It's a watershed moment in the history of #jewellery ad… https://t.co/25FeZpexfm— Sudha Pillai (@sudhapillai) 1618412765000
https://t.co/b6lGIl4XLt what a progressive ad from Kerala— Devdutt Pattanaik (@devduttmyth) 1618414435000
People, please wake up to this iconic ad of @bhimajewellers. A far cry from the nauseatingly fake ads we see from m… https://t.co/fEneb5mGsl— TANUJJ GARG (@tanuj_garg) 1618470296000
That it is coming from an almost 100-years-old brand based out of Kerala makes it all the more special. It gives us hope, that narratives are changing and that hopefully, slowly but steadily, we are progressing towards a more tolerant, inclusive future. More power to brands like Bhima that understand the world they live in today and change with the changing times.