Mia’s culture code has led the brand to craft stories and diverse narratives featuring unconventional and real women in their campaigns, including, athletes, mom-bloggers, body-positivity influencers, people across the gender spectrum, someone with Down’s syndrome and many more. The latest campaign featuring Sheetal Devi reinforces the brand’s commitment to celebrating diverse talents and stories by being the first jewellery brand collaborating with a para-athlete.
In this heart-warming campaign, Mia poignantly portrays Sheetal Devi's journey, as it opens 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 skills and 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 film 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.
Commenting on the partnership, Ms. 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, Mr George Kovoor, Chief Creative Officer, South, Famous Innovations said, “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.”
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