Titan Company Limited has launched ‘Sign of You’, an integrated campaign created exclusively for the Indian Sign Language (ISL) feed during the ongoing IPL season. The initiative brings together seven brands from the House of Titan in a unified storytelling format focused on accessibility, inclusion and emotional connection.
The campaign includes original films for Titan Watches, Tanishq, Mia by Tanishq, CaratLane, Taneira, Titan Eye+ and IRTH. The films are connected through the journey of a recurring protagonist named Misha, whose experiences explore relationships, identity and self-expression.
Through interconnected narratives, the campaign addresses themes including love, gratitude, belonging, individuality, acceptance and inspiration. Titan said the films were designed specifically for the IPL’s ISL feed rather than adapted from existing advertising communication.
The initiative was conceptualised by Titan’s corporate brand team and developed in collaboration with multiple creative and production partners, including Ogilvy, Famous Innovations, Lowe Lintas, CaratLane’s in-house creative team and Superfly Films.
The campaign concludes with a collective sign-off combining themes from each film, including ‘Sign of Will’, ‘Sign of Gratitude’, ‘Sign of Precious’, ‘Sign of Thoughtfulness’, ‘Sign of Inspiration’, ‘Sign of Win’ and ‘Sign of Togetherness’. These phrases form the core message of ‘Sign of You’ and reflect the company’s broader positioning around inclusivity and human connection.
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.”
The campaign is currently airing during IPL matches on the ISL feed. Titan said the initiative reflects the company’s wider focus on creating differentiated customer experiences and expanding its storytelling approach across lifestyle categories.
Established in 1984, Titan Company Limited operates across jewellery, watches, eyewear and emerging lifestyle segments, including wearables, Indian dress wear, fragrances and fashion accessories. The company currently manages a portfolio of 16 brands and a retail network of more than 3,603 stores across India.
