Agency: Animal
Date: Apr 2021
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Marking a departure from traditional wedding narratives of a bride to be shopping with her parents, or being gifted jewellery by her in-laws, Bhima Jewellery has introduced ‘Pure As Love’ - a film that depicts the journey of a trans woman.

Conceptualized by advertising agency Animal and produced by Ransom Film, it portrays the story of a trans-woman and her story of acceptance into an otherwise hetero-normative role and social construct of a young woman growing up and getting married.

The film’s treatment is not in the cliched traumatic narrative we so often see, instead weaving a happier, almost utopian narrative. The ad film is not just about her journey to becoming who she is, but also that of her family and their love and acceptance for their child.