Mia by Tanishq has rolled out a campaign ‘Dekhna Hai Toh Khel Dekho’ (if you want to see then watch the game), featuring para-archer, Sheetal Devi, highlighting her skills, indomitable spirit, and passion for her sport.

Conceptualised by Famous Innovations, the campaign comprising an ad film portrays Devi's journey, starting with scenes of curious glances and awe. The twist reveals that the person being stared at is Devi, emphasising that her achievements make her shine. The film showcases her exceptional talent in archery, urging viewers to focus on her skills through the powerful dialogue, 'Dekhna hai toh mera khel dekho'. As she prepares to shoot, a custom-made evil-eye anklet symbolises protection for her talent. Crafted by Mia, the anklet serves as a guardian, embodying her dedication.

What we think about it: The film has a compelling narrative and the visuals leave a lasting impact. It encourages viewers to look beyond appearances and celebrate true skill and ambition, making a profound emotional impact. Furthermore, the film celebrates talent and ambition while reinforcing Mia's 'star in you' brand philosophy. 

Shyamala Ramanan, business head, Mia by Tanishq, said, "It is a moment of pride to have Sheetal Devi on board. Sheetal is confident, fun and comfortable in her skin, much like the Mia woman, making her the perfect choice as the new star of Mia! This campaign highlights the experience of being stared at for our differences, encouraging people to see beyond the surface and appreciate their extraordinary talent and achievements. Mia stands as a proud believer in Sheetal as she continues her quest for victory, inspiring this and several more generations to embrace the star within."

George Kovoor, chief creative officer, South, Famous Innovations, said, “Sheetal Devi has an amazing story. She is the World’s first female armless archer and she is the perfect embodiment for everything a brand like Mia stands for. Mia has always believed that every woman has the potential to shine, irrespective of her background or physical capability. This film celebrates that brand philosophy. Sheetal Devi is like any other 17-year-old girl, full of energy and enthusiasm. We were inspired by Sheetal’s very own everyday experience for this film. Hopefully, after this campaign people will be encouraged to redirect their stares at the star that lies within.”

CREDITS: 

Client: Mia by Tanishq 

Agency: Famous Innovations

Production house: Dark House Media 

Director: Yash Danak