Mia by Tanishq unveils heartfelt campaign with para-archer Sheetal Devi

Mia by Tanishq, a leading name in India’s fine jewellery industry, has launched a poignant new campaign titled “Dekhna Hai Toh Khel Dekho,” featuring Arjuna awardee and World’s No. 1 female para-archer, Sheetal Devi. This campaign shines a spotlight on Sheetal’s extraordinary skills and unwavering spirit, aiming to inspire viewers to embrace their own potential and celebrate their unique strengths.
The campaign aligns with Mia’s ethos of portraying diverse, real-life women in empowering narratives. It marks a significant milestone as Mia becomes the first jewellery brand to collaborate with a para-athlete, showcasing their dedication to inclusive storytelling.

The film opens with scenes of curious glances and unabashed stares directed at Sheetal Devi. It powerfully reveals that despite the attention she receives, it is her remarkable achievements, rather than her appearance, that truly define her. The film emphasizes her exceptional archery skills with the message: “Dekhna hai toh mera khel dekho.” A custom-made evil-eye anklet, crafted by Mia at Sheetal’s request, symbolizes protection for her invaluable talent, reflecting her dedication and belief in her journey.

The campaign’s visuals and heartfelt narration encourage audiences to look beyond superficial judgments and recognize the true talent and ambition within individuals. This narrative reinforces Mia’s commitment to celebrating the 'Star in You' and leaves a lasting emotional impact.
The brand film for this association is live on Youtube.

Shyamala Ramanan, Business Head of Mia by Tanishq, commented: “We are immensely proud to partner with Sheetal Devi. Her confidence, authenticity, and alignment with the Mia woman’s values make her the ideal representative for our brand. This campaign not only addresses the experience of being judged for differences but also celebrates extraordinary talent and achievements. We stand with Sheetal in her quest for victory and hope to inspire many to recognize and embrace their own inner star.”

George Kovoor, Chief Creative Officer, South, Famous Innovations, added: “Sheetal Devi’s story is truly inspiring. As the World’s first female armless archer, she embodies the essence of what Mia stands for. Our film reflects Mia’s belief that every woman has the potential to shine, regardless of background or physical ability. We drew inspiration from Sheetal’s everyday experiences, and we hope this campaign encourages viewers to focus on the star within every individual.”