Related: Despite the heartwarming ad, transgender Starbucks employees say they face discriminationWhile transgender actors and themes in commercials have gained wider acceptance in other countries, Bhima Jewelry’s customer base is in rural India.
They say any feared backlash, however, was quickly thrown out the window after the ad went viral and the kudos started to roll in.The campaign was originally met with “fears and apprehensions” by her colleagues, Navya Rao, the head of the chain’s online marketing, told the BBC.“All our previous ads had happy heterosexual brides.
So we were worried about how people would perceive it and react to it,” she said. “Most of our stores are in rural parts of the state.