Bengaluru: Titan Company Limited has announced the launch of ‘Sign of You’, a first-of-its-kind integrated campaign created exclusively for the Indian Sign Language (ISL) feed during the ongoing IPL season. Bringing together seven iconic brands from the House of Titan — Titan Watches, Tanishq, Mia by Tanishq, CaratLane, Taneira, Titan Eye+, and IRTH — the campaign marks a unique creative collaboration that reimagines storytelling through the lens of accessibility and human connection.
The campaign unfolds through seven original films connected by the journey of a recurring protagonist, Misha, whose experiences move across different relationships, identities, and moments of self-expression. Together, the films create a shared brand universe that explores themes of love, belief, gratitude, acceptance, belonging, and individuality in everyday life — culminating in a collective sign-off that brings the emotional threads of all seven films together: Sign of Will. Sign of Gratitude. Sign of Precious. Sign of Thoughtfulness. Sign of Inspiration. Sign of Win. Sign of Togetherness.
Conceptualised as a unified platform led by Titan’s Corporate Brand Team, ‘Sign of You’ brought together multiple creative partners including Ogilvy, Famous Innovations, Lowe Lintas, CaratLane’s in-house creative team, and production partner Superfly Films. Built specifically for the IPL’s ISL feed, the campaign is designed as a storytelling format created for the medium rather than adapted from existing communication.
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, said, “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.”
‘Sign of You’ represents a significant step in Titan Company Limited’s broader commitment to inclusive brand communication — creating content that is not adapted for accessibility but purpose-built for it. The campaign is now airing during IPL matches on the ISL feed, bringing a first-of-its-kind multi-brand narrative to one of India’s most-watched sporting events.
