Every year, IPL becomes part of India’s shared cultural rhythm. It shapes conversations and creates moments that are experienced collectively across the country. Alongside the excitement on the field, the tournament has also evolved in how audiences experience it — including through the Indian Sign Language (ISL) feed introduced in recent seasons, which has helped make the viewing experience more inclusive and accessible for a wider community.
At Titan, this became the starting point for a larger creative conversation. If one of the country’s biggest cultural platforms was becoming more inclusive, what would it mean to create communication specifically for that experience instead of adapting existing narratives to fit it later?
That thought eventually became Sign of You — a multi-brand storytelling initiative created exclusively for the IPL ISL feed. Bringing together Titan Watches, Tanishq, Mia by Tanishq, CaratLane, Taneira, Titan Eye+, and IRTH, the campaign explores themes of love, gratitude, belonging, belief, individuality, inspiration, and self-expression through one connected narrative universe.
At the centre of the films is Misha, a recurring protagonist whose journey moves across different moments, relationships, and experiences. The intention was not to create larger-than-life storytelling, but stories rooted in emotions and situations that feel familiar and deeply human.
What made the process particularly interesting was the medium itself. Creating for the ISL feed required a different approach to storytelling, one where visual expression, gestures, pauses, and emotional clarity became central to the narrative. It challenged teams to think beyond dialogue and build stories that could be experienced more intuitively and inclusively.
The initiative also reflected a unique collaboration across the House of Titan. Multiple creative partners — Ogilvy, Famous Innovations, Lowe Lintas, CaratLane’s in-house creative team, and Superfly Films — came together with Titan’s Corporate Brand Team to build a cohesive storytelling experience across brands and categories. While each brand retained its own identity and emotional lens, the larger narrative remained connected through shared human truths.
The campaign culminates in a collective sign-off that brings together the emotional themes represented across the films — Sign of Will. Sign of Gratitude. Sign of Thoughtfulness. Sign of Inspiration. Sign of Win. Sign of Togetherness. Sign of Precious.
Together, these expressions form the core of “Sign of You”, a reflection of the values Titan Company Limited strives to live every day. The campaign is now airing during IPL matches on the ISL feed.
