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August 16, 2025International Journal of Research -GRANTHAALAYAHOpen Access

A Critical Analysis of Transgender Visibility and Respectability in Bhima Jewellery’s 'Pure as Love' Campaign

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Authors

RPR. J. PaulPBPaul T. Benziker

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Overview

Qualitative analysis uncovers cultural norms and gender roles in Indian advertising, suggesting room for deeper inclusivity.

Key Points

  • The analysis reveals that while the advertisement tells a positive story, it reinforces traditional gender roles and cultural norms.
  • Key findings show the advertisement largely overlooks issues like caste and class, creating an idealized view of transgender identity.
  • This qualitative study employs a frame-by-frame content analysis to understand the advertisement's narrative strategies and ideological messages.
  • The findings highlight the need for more honest and respectful representations of marginalized communities in Indian advertising.

Cite This Study

Paul et al. (2025) studied this question.

synapsesocial.com/papers/68c235fdb210217d64772bebhttps://doi.org/10.29121/granthaalayah.v13.i7.2025.6300
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Also Consider

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  4. 4From Tradition to Transformation: Exploring Gender Portrayals in Pakistani TV Advertisements2025
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