Titan Company Limited has launched ‘Sign of You’, a first-of-its-kind integrated campaign created exclusively for the Indian Sign Language (ISL) feed during the ongoing Indian Premier League. The initiative brings together seven brands from the House of Titan in a unified storytelling format designed specifically around accessibility and inclusive communication.
The campaign features original films from Titan Watches, Tanishq, Mia by Tanishq, CaratLane, Taneira, Titan Eye+, and IRTH, making it one of the rare multi-brand collaborations from the group under a single narrative platform.
Built exclusively for the IPL’s ISL feed rather than adapted from existing advertisements, the campaign follows a recurring protagonist named Misha across different moments of life, relationships, and self-expression. Through interconnected stories, the films explore themes including love, gratitude, individuality, acceptance, and belonging while centring accessibility as a core storytelling element.
According to the company, the initiative was conceptualised as a collaborative platform led by Titan’s Corporate Brand Team and developed alongside multiple creative agencies including Ogilvy, Famous Innovations, Lowe Lintas, CaratLane’s in-house creative team, and production house Superfly Films.
The campaign concludes with a collective sign-off built around themes such as will, gratitude, inspiration, thoughtfulness, and togetherness, reinforcing Titan’s broader positioning around emotional storytelling and inclusive communication.
Commenting on the campaign, Ajoy Chawla, Managing Director, Titan Company Limited, said “At Titan, we believe that what we create must reflect the world we live in, a world of many expressions, identities, and experiences. ‘Sign of You’ is a collective expression of our values as a House of Brands. By creating original stories for the IPL’s Indian Sign Language feed, we hope to contribute to a more inclusive viewing experience while celebrating the power of human connection beyond words.”
Sirish Chandrashekar, Head – Corporate Brand, Titan Company Limited, added “One of Titan’s enduring strengths has been the freedom to experiment and create with purpose. This campaign reflects that spirit where multiple brands and creative partners are coming together to build communication that is inclusive by design and emotionally authentic. Storytelling has always been central to how Titan builds connections, and ‘Sign of You’ extends that philosophy.”
Maitri Ramkumar, Group Creative Director, Ogilvy Bangalore, said “With ‘Sign Of You,’ we set out to create a reflection of the lives of those from the hearing-impaired community, brought to life by members of the community. A huge congratulations to all the Titan brands and their agencies who joined in to breathe life into this wonderful project that spotlights strength, grace, and lives unfolding in their absolute fullness.”
