Using tradition to tell an inclusive story.

Bhima Jewellery is a 96-year-old, family-owned jewellery brand from the south of India. When they wanted to appeal to a younger audience, the approach taken was to adopt more progressive storytelling, which would appeal to this audience. And at the same time, use the brand’s immense legacy and goodwill to encourage positive public opinion when it comes to that topic. So we created a film that shows the journey of a trans woman, far away from the usual trauma-ridden narrative shown in popular culture, in an almost utopian environment where acceptance is normal and universal. The film showcased not just the journey of the protagonist, but also that of a family and their love for their child.

It was based on an insight all Indian parents can relate to - the collection of precious pieces of jewellery, right from childhood, in preparation of the child’s wedding. In the film, the jewellery is not just a mark of their love, but also a form of acceptance of her choice. And that is the main aim of the film - to normalise acceptance.