Two girls laughed and chatted on a set while they posed for the camera showcasing jewellery.
Nothing extraordinary about it, just that the two girls and a boy who had no inhibitions or awkwardness were stars for a jewellery campaign, and are individuals with Down syndrome.
A jewellery chain in the city is advertising its ornaments through individuals with Down syndrome, a campaign that aims to “mainstream those with disabilities”.
The campaign, launched on the Bengali New Year to mark 100 years of the chain, celebrates diversity and inclusion.
“Perhaps we are 100 years late. But we have started and we intend to include more people with disabilities as our models,” said Subhadip Roy, one of the partners of Bengal Jewellery.
“Our models are not actors but real stars among us,” he added.
People working with persons with disabilities for years welcomed such a campaign.
“It has to be acknowledged as an inclusive step, a step forward,” said Reena Sen, honorary secretary, Indian Institute of Cerebral Palsy.
Sen said the campaign “celebrates and normalises diversity” of any kind, “which is most welcome”.
Despite awareness, low acceptance in society often forces parents to keep their children away.
Among those in the campaign is Sreesha Bose. Her mother Suparna Sihna, an eye surgeon, said: “Perhaps this takes her a step closer to her career goal of becoming a model”.“No point keeping them locked in a closet. They have to see and face the real world. A little encouragement shows what they are capable of,” said Sinha.
Sreesha said she had well-defined career goals.
A social worker unrelated to the campaign said: “It is important that others understand that these children, too, may have career goals.”
For Meghna Guha, 28, the “modelling assignment” has given her a “sense of achievement”. “The campaign goes to show that more than looks it is the confidence and the way you carry yourself that sets you apart,” said Nitasha Guha, Meghna’s mother.
Such initiatives show that people with disabilities have the ability to do a job if given the opportunity.
“Parents of children with disabilities do not want to hide their children. But the world outside is so full of discrimination and prejudice and because they face so much intolerance it perpetuates this culture of wanting to stay away,” said Sen.
Rudresh Malakar, 13, who in another star in the campaign, has put up a brilliant performance, sources said.
On the eve of the Bengali New Year, the jewellery chain organised an art festival for individuals with Down syndrome.
The art festival for individuals with Down syndrome held on Friday Picture by Gautam Bose
Over 20 individuals between 10 to 23 drew paintings that would be carried to the US for the 43rd North American Bengali Conference and will be sold there. The money would be directly transferred to the bank account of the individual who has drawn it.
“Our objective is to try and include special needs children in the mainstream. We can try and change society’s notions about them and that can happen with more and more engagement in different ways,” said Roy.
Roy’s nephew Rishab, popularly known as Rick, is an 11-year-old with special needs.
“He is there in all our family programmes and enjoys spending time outdoors, participating in activities,” said Roy.