Mia by Tanishq partners with para archer Sheetal Devi
Source: Chronicle News Service

Imphal, August 07 2024: Mia by Tanishq, one of India's trendiest precious fine jewellery brands, has unveiled its latest campaign titled "Dekhna Hai Toh Khel Dekho" featuring Arjuna awardee and World's No 1 female para-archer, Sheetal Devi to highlight her unmatched skills, indomitable spirit, and passion for her sport.

Through her, Mia aims to inspire everyone to recognise own capabilities, pursue pas sions 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 cam paigns, including athletes, mom-bloggers, body-positivity influencers, people from across the gender spectrum, individuals with Down's syndrome, and many more.

The latest campaign featur ing Sheetal Devi reinforces the brand's commitment to celebrating diverse talents and stories by being the first jewellery brand to collaborate with a para-athlete.

In the campaign, Mia poignantly portrays Sheetal Devi's journey, opening 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 skillsand 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 him 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.

The brand him for this association is live on YouTube.

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

Sheetal is conhdent, 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, Famous Innovations chief creative officer (South) George Kovoor said, "Sheetal Devi has an amazing story.

She is the world's first female armless archer and is the perfect embodiment of everything a brand like Mia stands for, that every woman has the potential to shine, irrespective of her background or physical Capability.

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".

Born with the heritage and the legacy of Tanishq, Mia is a brand of bold, modern, and chic jewellery.

For the young and the young at heart and the stylish, Mia crafts gold jewellery in designs that are unique, minimal, and extremely versatile.

Featuring a wide range, the collections from Mia are designed to style one for every moment and every occasion effortlessly.

Crafted in 18kt & 14kt gold, Mia has over 2500 designs of stunning diamond jewellery starting at Rs 4999.Mia is a network of 200-plus exclusive stores and is present in leading Tanishq stores across 75 cities within India.

Delightful designs of Mia are also available through their homepage and across other online platforms such as Amazon, Tata Cliq, and Flipkart.

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