Titan has rolled out a multi-brand campaign, ‘Sign of You’, for the Indian Sign Language (ISL) feed during the ongoing IPL season.

The campaign comprises a series of seven films, with each film covering a particular brand under the Titan Group, including Titan Watches, Tanishq, Mia by Tanishq, CaratLane, Taneira, Titan Eye+, and Irth.

The films were worked on by Famous Innovations, TBWA Lintas, Ogilvy, and the in-house team at CaratLane.

The films follow the everyday life of the protagonist, Misha, across seven interconnected stories, each exploring different relationships, identities, and moments of self-expression. Through Misha’s journey, the campaign unfolds as a shared narrative universe that reflects the nuances of modern life and human connection. Each film explores a distinct theme - love, belief, gratitude, acceptance, belonging, and individuality - uncovering meaning within the ordinary moments of everyday life.

What we think about it: Thoughtful storytelling and nuanced portrayal of identity and human connection throughout the series make the campaign  memorable. The films balance emotional depth with simplicity, creating narratives that feel authentic rather than performative. The narrative subtly ties back to the product while keeping the brand message intact and impactful.