The campaign centres on a hearing-impaired protagonist who communicates via Indian Sign Language (ISL), underscoring themes of identity, authenticity and inclusive representation
New Delhi: Titan Company’s jewellery brand Mia by Tanishq has rolled out an inclusive campaign, ‘Sign of You’, for the Indian Sign Language (ISL) feed of the ongoing Indian Premier League.
Developed in partnership with creative agency Famous Innovations, the campaign centres on a hearing-impaired protagonist, Misha, who communicates entirely through Indian Sign Language. Rather than focusing solely on herself, the narrative shifts attention to the collective effort behind the ad film, highlighting the people and processes involved in its making.
Through ISL, the protagonist introduces key members of the team, including the director, assistant director and production crew, underscoring how each contribution—both visible and behind the scenes—shapes the final output. The story-telling approach reinforces the idea that every role, however small, adds value to the larger narrative.
The film also acknowledges specific contributors such as director Kopal Naithani, assistant director Komal Singh and set dresser Disha Pagariya, reflecting on their inputs during the production process.
According to the brand team, the campaign was developed through multiple iterations, with close involvement from ISL practitioners associated with an NGO to ensure accuracy and sensitivity. This collaborative process helped refine the script to avoid exaggerated or inauthentic portrayals, resulting in a more grounded narrative.
Shyamala Ramanan, Business Head, Mia by Tanishq & New Business Incubation at Titan Company, noted that the brief was to create a film that speaks to the hearing-impaired community without isolating them, while maintaining consistency in brand representation. She added that continuous guidance from ISL experts was critical in shaping the final output.
The campaign concludes with a message centred on individuality and inclusion, positioning self-expression as integral to the brand’s identity.
Born with the heritage and the legacy of Tanishq, Mia is a brand of bold, modern, minimal and extremely versatile chic jewellery. Mia operates over 250 exclusive stores and is present across 75 cities in India.
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