Indian jewelry brands have long used weddings as an advertising tool.
Those advertisements conventionally include a young bride getting married for the first time.
In this new commercial, jewelry brand Tanishq portrays a mother getting married, while her daughter watches happily.
This is remarkable for a nation where widow remarriage, although legal, is still not completely accepted, and divorce and remarriage, while on the rise, are still highly stigmatized.
Many have given the brand kudos for breaking other advertising conventions as well, specifically its use of a "dusky" skinned model.
Since its release, the ad has elicited largely positive reactions, sparking a much-needed conversation in India.