Breaking barriers and defying stereotypes, Mia by Tanishq‘s new campaign, ‘Dekhna Hai Toh Khel Dekho,’ shines a spotlight on the extraordinary journey of the para-archer, Sheetal Devi.
The campaign, featuring the World’s first female armless archer and World No. 1 in Para Archery, challenges societal perceptions and inspires viewers to celebrate their unique strengths. By partnering with Sheetal, Mia by Tanishq has made a bold statement about inclusivity and diversity within the jewellery industry.
Commenting on the partnership, 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 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 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.”
Speaking about the campaign, George Kovoor, Chief Creative Officer, South, Famous Innovations, added, “Sheetal Devi has an amazing story. She is the World’s first female armless archer and. She is the perfect embodiment for 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 pretty much like any other 17-year-old girl, full of energy and enthusiasm. We were inspired by Sheetal’s very own everyday experience for this film. Hopefully after this campaign people will be encouraged to redirect their stares at the star that lies within.”
The campaign’s powerful storytelling and visuals have resonated with audiences nationwide, inspiring individuals to embrace their individuality and pursue their passions with unwavering dedication. By shifting focus from superficial appearances to genuine achievements, ‘Dekhna Hai Toh Khel Dekho’ encourages a more inclusive and appreciative society.
Mia by Tanishq, known for its trendy and lightweight gold and diamond jewellery, has once again demonstrated its commitment to empowering women and celebrating their diverse stories. As the partner of the Women’s Premier League (WPL) champions, Royal Challengers Bengaluru, the brand continues to make significant strides in supporting women’s empowerment.
With Sheetal Devi already securing a quota for Paris 2024 and aiming for a gold medal at the upcoming Para Games, the campaign’s impact extends beyond the jewellery industry, inspiring a nation to cheer for her extraordinary journey.
