Dekhna Hai Toh Khel Dekho: Mia by Tanishq

Mia by Tanishq, a jewelry brand, unveils its latest campaign titled "Dekhna Hai Toh Khel Dekho." This campaign features para-archer Sheetal Devi, highlighting her unmatched skills, indomitable spirit, and passion for her sport. Mia aims to inspire people to discover their talents, follow their interests, and be confident in their abilities

Mia's culture code emphasizes showcasing diverse narratives with real women in their campaigns, including athletes, mom-bloggers, body-positivity influencers, individuals across the gender spectrum, and a person with Down syndrome. The brand's recent campaign with Sheetal Devi highlights its dedication to diversity by partnering with a para-athlete, a first for a jewelry brand.

The campaign portrays Sheetal Devi's journey, opening with scenes of curious glances and unabashed stares from people. In a twist, it is revealed that the person being stared at is Sheetal Devi, conveying the 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.

Designed by Mia at Sheetal's request, the anklet reflects her commitment and faith in her path. The film uses strong visuals and sincere storytelling to inspire admiration and respect, urging viewers to appreciate talent and drive beyond surface impressions. This story emphasizes Mia's support for the 'Star in You,' aiming to create a lasting emotional connection.

Commenting on the partnership, Shyamala Ramanan, business head of Mia by Tanishq, said: "It is a moment of pride to have 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."

Speaking about the campaign, George Kovoor, chief creative officer, South, Famous Innovations, said, “Sheetal Devi has an amazing story. She is the world’s first female armless archer. She is the perfect embodiment of 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 everyday experiences for this film. Hopefully, after this campaign, people will be encouraged to redirect their stares to the star within.”