Bhima Jewellery’s ‘Pure as love’ campaign is trending, and for all the right reasons

• 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, Animal.

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. Bhima Jewellery’s recent ‘Pure as love’ campaign did just that to me.



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.

Advertising in India has, at snail’s pace, been inching towards inclusivity. We are still eons away from seeing strong representation from the LGBTQ community in our communications. Therefore what makes Bhima’s ad special is the fact that it features a trans-woman and activist, Meera Singhania. It gets it narrative right, its casting is brilliant and the product fit is great.

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.





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.