Though transgender model Gowri Savithri appeared in a sari advertisement two years ago, it didn’t pour in a lot of opportunities for her and the third gender on a whole in the modelling industry. But a recent sari advertisement featuring Gowri with male model Mathai is taking over hoardings in Thrissur, Kerala. 

The 33-year-old transgender model from Kerala’s Kottayam district modelled from a famous textile brand Karalkada, which opened in Thiruvananthapuram in 1855. The brand opened its store in Kerala’s Thrissur last year. Manager of the brand said that they didn’t want to stick with conventional ideas for advertisements and being a pioneer in the industry with loyal followers, they wanted to take a step forward for the third gender.

“As a traditional brand, it is easier for us to communicate to our customers; they would be more receptive when we take up something. We know how many from the transgender community are looked down upon. So when the ad company suggested this idea, I didn’t have any doubts in my mind,“ said Deepa. She added, “In fact, it is not like we gave a transgender model an opportunity to be featured here, but it is more like a privilege for us too.“

One of the hoardings of the ad reads, “Gender has many colours, but kasavu has only one.”

The ad campaign has been designed by DocArt productions, a company run by designer Sharmila and a Calcutta-based filmmaker Ratheesh. Sharmila’s company had worked with Gowri two years ago for a campaign and she says that in a period of two years, there is a tremendous change in people’s mindset for the community.  She recalled, “Two years ago, when I was looking for a location to shoot for my series of sarees featuring trans models Gowri and Maya, we faced so many difficulties. People would just stare at them and make them uncomfortable.” Talking about the current situation, she said, “But this time around, it was different. While people were curious to know what was happening, they did not make Gowri uncomfortable. That way, we as a society, has improved.“

H/T: The Quint