Mia by Tanishq, a leading fine jewelry brand, has unveiled its latest campaign titled “Dekhna Hai Toh Khel Dekho,” featuring Arjuna awardee and para-archer Sheetal Devi.
This campaign shines a spotlight on Devi’s remarkable spirit and passion for archery, aiming to inspire everyone to recognize their own capabilities, pursue their passions with pride, and let their inner star shine bright.
Mia by Tanishq is known for crafting stories that celebrate unconventional and real women. Their campaigns have featured a diverse range of individuals, including athletes, mom-bloggers, body-positivity influencers, people across the gender spectrum, and individuals with Down’s syndrome. The latest campaign featuring Sheetal Devi reinforces Mia’s commitment to celebrating diverse talents and stories. It is noteworthy as Mia becomes the first jewelry brand to collaborate with a para-athlete.
The campaign opens with scenes of people staring at Devi. The twist comes when the audience realizes that the person being stared at is Sheetal Devi herself. This visual metaphorically conveys that while people may stare for obvious reasons, it is Devi’s achievements that truly make her shine. The film then shifts focus to her exceptional talent in archery, urging viewers to appreciate her skills and her game: “Dekhna hai toh mera khel dekho.”
As Devi prepares to aim and shoot, the custom-made evil-eye anklet on her feet symbolizes the protection she seeks for her talent. Crafted by Mia at Sheetal’s request, the anklet serves as a guardian for her invaluable feet, embodying her dedication and belief in her journey. Through powerful visuals and heartfelt narration, the film evokes admiration and respect, encouraging the audience to look beyond appearances and celebrate talent and ambition. This narrative aims to reinforce Mia’s belief in the ‘Star in You,’ leaving a lasting emotional impact.
Shyamala Ramanan, Business Head of Mia by Tanishq, expressed her pride in having Sheetal Devi on board. “Sheetal is confident, fun, and comfortable in her own 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 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, commented on the significance of the campaign. “Sheetal Devi has an amazing story. She is the world’s first female armless archer and embodies everything 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 pretty much like any other 17-year-old girl, full of energy and enthusiasm. We were inspired by Sheetal’s very own everyday experiences for this film. Hopefully, after this campaign, people will be encouraged to redirect their stares at the star that lies within.”
Mia by Tanishq’s latest campaign with Sheetal Devi is a powerful narrative that challenges stereotypes and celebrates true talent. By showcasing Devi’s journey and achievements, Mia continues to inspire individuals to recognize and embrace their own strengths. This campaign is a testament to Mia’s dedication to empowering women and celebrating the diversity of talent and ambition.
