R ARIVANANTHAM
BENGALURU, MAY 14
In a powerful blend of sport, emotion and inclusivity, Titan Company Limited has transformed the ongoing Indian Premier League season into a moving celebration of human connection with the launch of “Sign of You” — a first-of-its-kind campaign created exclusively for the tournament’s Indian Sign Language (ISL) feed.
At a time when cricket unites millions across India, Titan has chosen to ensure that the joy, emotion and storytelling of the IPL reaches audiences beyond spoken language, making inclusivity the true star of the season.
- Titan Company Limited launches “Sign of You” exclusively for IPL’s Indian Sign Language feed
- Seven iconic Titan brands unite in a first-of-its-kind inclusive storytelling campaign
- Films follow the emotional journey of recurring character “Misha” through love, gratitude and self-expression
- Campaign designed specifically for hearing-impaired audiences during IPL broadcasts
- Initiative celebrates accessibility, diversity and the power of communication beyond words
The innovative campaign brings together seven iconic brands from the House of Titan — Titan Watches, Tanishq, Mia by Tanishq, CaratLane, Taneira, Titan Eye+ and IRTH — in a rare collaborative storytelling universe centred around accessibility and emotional authenticity.
At the heart of the campaign is “Misha,” a recurring protagonist whose journey unfolds across seven original films exploring relationships, identity, gratitude, belonging, inspiration and self-expression. Rather than adapting existing advertisements, the campaign was specially conceptualised for the IPL’s ISL feed, ensuring the stories feel natural, immersive and deeply personal for the hearing-impaired community.
The result is a heart-touching viewing experience where gestures, expressions and emotions speak louder than words.
Speaking about the initiative, Ajoy Chawla said the campaign reflects Titan’s belief that brands must mirror the diversity and lived experiences of society.
“‘Sign of You’ is a collective expression of our values as a House of Brands. Through original stories for the IPL’s Indian Sign Language feed, we hope to contribute to a more inclusive viewing experience while celebrating human connection beyond words,” he said.
According to Sirish Chandrashekar, the campaign embodies Titan’s long-standing culture of experimentation and purpose-driven storytelling.
“This is communication that is inclusive by design and emotionally authentic,” he noted.
The campaign also received strong support from the creative fraternity. Maitri Ramkumar said the films were created as reflections of the lives of the hearing-impaired community and brought to life by members of the community themselves.
As the campaign unfolds during IPL broadcasts, it culminates in an emotional collective sign-off celebrating resilience and togetherness through expressions such as “Sign of Will,” “Sign of Gratitude,” “Sign of Inspiration,” and “Sign of Togetherness.”
For many viewers, especially those from the hearing-impaired community, the campaign is emerging as far more than advertising — it is recognition, representation and respect on one of India’s biggest sporting stages.
(Film Links: Titan Watches, Tanishq, Mia by Tanishq, CaratLane, Taneira, Titan Eye+, and IRTH)
Established in 1984, Titan Company has grown into one of India’s leading lifestyle giants with over 16 brands, more than 3,603 retail stores and a workforce ecosystem supporting nearly 38,000 people across the country.
With “Sign of You,” Titan has shown that in sport — just like in life — inclusion is not merely about being seen, but about truly being understood.
