Chandigarh, 29, July 2024: Mia by Tanishq, one of India’s leading fine jewellery brands, unveils its latest campaign titled "Dekhna Hai Toh Khel Dekho." This inspiring campaign features the exceptionally talented Arjuna awardee and World’s no. 1 female para-archer, Sheetal Devi, highlighting her unmatched skills, indomitable spirit, and passion for her sport. Through her powerful perspective, Mia aims to inspire everyone to recognize their own capabilities, pursue their passions with pride, and showcase their strengths, letting the star within shine bright.
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.
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!"