Mia by Tanishq Partners with Para Archer Sheetal Devi in Heartwarming Campaign

Chandigarh, 30, July 2024: Mia by Tanishq, one of India’s leading fine jewellery brands, unveils its latest campaign titled “Dekhna Hai Toh Khel Dekho.” This inspiring campaign features the exceptionally talented Arjuna awardee and World’s no. 1 female para-archer, Sheetal Devi, highlighting her unmatched skills, indomitable spirit, and passion for her sport. Through her powerful perspective, Mia aims to inspire everyone to recognize their capabilities, pursue their passions with pride, and showcase their strengths, letting the star within shine bright.

Mia’s culture code has led the brand to craft stories and diverse narratives featuring unconventional and real women in their campaigns, including, athletes, mom-bloggers, body-positivity influencers, people across the gender spectrum, someone with Down’s syndrome, and many more. The latest campaign featuring Sheetal Devi reinforces the brand’s commitment to celebrating diverse talents and stories by being the first jewelry brand to collaborate with a para-athlete.

In this heart-warming campaign, Mia poignantly portrays Sheetal Devi’s journey, as it opens with scenes of curious glances, unabashed stares, and a sense of awe from people staring at her. In a twist, the person being stared at is revealed to be Sheetal Devi, conveying an impactful message that while people often stare for obvious reasons, it is her achievements that make her truly shine. The film then highlights her exceptional talent in archery, urging viewers to focus on her skills and her game: “Dekhna hai toh mera khel dekho.” As she prepares to aim and shoot the arrow, 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 reinforces how Mia is a proud believer of the ‘Star in You’, leaving a lasting emotional impact.

Commenting on the partnership, Ms. 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.”