Titan Launches ‘Sign of You’ Campaign for IPL’s Indian Sign Language Feed

Titan Company Limited has announced the launch of ‘Sign of You’, an integrated campaign created exclusively for the Indian Sign Language (ISL) feed during the ongoing Indian Premier League season. The initiative brings together seven brands from the Titan portfolio in a collaborative effort aimed at reimagining storytelling through accessibility and human connection.

The campaign spans seven original films featuring a recurring protagonist, Misha, whose journey unfolds across relationships, personal identities, and moments of self-expression. Each film explores themes such as love, belief, gratitude, acceptance, belonging, and individuality, creating a unified narrative across brands.

The participating brands include Titan Watches, Tanishq, Mia by Tanishq, CaratLane, Taneira, Titan Eye+, and IRTH.

Conceptualised as a unified platform led by Titan’s Corporate Brand Team, the campaign saw collaboration between multiple creative agencies including Ogilvy, Famous Innovations, Lowe Lintas, CaratLane’s in-house creative team, and production partner Superfly Films. Unlike conventional adaptations, ‘Sign of You’ has been developed specifically for the ISL feed as a native storytelling format.

Commenting on the launch, Ajoy Chawla, Managing Director, Titan Company Limited, said the campaign reflects the company’s commitment to inclusivity and diverse expression. He added that by creating original stories for the ISL feed, the brand aims to contribute to a more inclusive viewing experience while celebrating human connection beyond words.

Sirish Chandrashekar, Head – Corporate Brand at Titan, noted that the campaign builds on the company’s philosophy of purpose-driven storytelling. He highlighted the collaborative effort across brands and agencies to create communication that is inclusive by design and emotionally authentic.

Maitri Ramkumar added that the campaign seeks to reflect the lives of the hearing-impaired community, with representation from within the community itself. She described the initiative as a celebration of strength, grace, and lived experiences.

The campaign culminates in a collective sign-off that ties together its core emotional themes — Sign of Will, Sign of Gratitude, Sign of Precious, Sign of Thoughtfulness, Sign of Inspiration, Sign of Win, and Sign of Togetherness.

‘Sign of You’ is currently airing during IPL matches on the ISL feed.