Titan creates original IPL ISL campaign centred on inclusive storytelling

Titan Company Limited has unveiled “Sign of You”, a campaign designed specifically for the Indian Sign Language (ISL) feed of the IPL, aiming to make sports viewing more inclusive for the hearing-impaired community.

The campaign combines seven original films from Titan Watches, Tanishq, Mia by Tanishq, CaratLane, Taneira, Titan Eye+ and IRTH, linked through the story of a central character named Misha. The films explore emotional themes including acceptance, togetherness, inspiration and identity.

Unlike conventional adaptations, the campaign has been created exclusively for the IPL ISL feed format. Titan said the initiative reflects its larger commitment towards accessibility and human connection.

Speaking on the initiative, 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.”

The films have been conceptualised with multiple agency partners including Ogilvy, Famous Innovations and Lowe Lintas.