Vicks and Yuvraj Singh ensure no cheer for team India goes unheard

Vicks Cough Drops has rolled out an Indian sign language version of its #VicksKholIndiaBol campaign anthem featuring cricketer Yuvraj Singh. 

 

Conceptualied by India Signing Hands, the anthem celebrates the nation’s enthusiasm for cricket. The follow-up anthem features cricket fans from the hearing-impaired community grooving to the lyrics along with the cricketer, using the Indian sign language. 

 

Sahil Sethi, category leader – personal healthcare, P&G India, said, "Our #VicksKholIndiaBol anthem in collaboration with Yuvraj Singh, aims to inspire millions to cheer aloud with a khich khich free voice and support their team this cricket season with a josh like never before. Towards ensuring that no cheer goes unheard, we are delighted to launch a special version of this anthem in Indian Sign Language in collaboration with India Signing Hands for the 6.3 crore hearing-impaired cricket fans. Directed, performed, and edited by enthusiastic members of the hearing-impaired community from India Signing Hands, in collaboration with Vicks India, the sign language version brings together this special community of fans in cheering through their gestures, and celebrating their passion for the game.”

 

Alok Kejriwal, founder and CEO, India Signing Hands, said, “It's crucial to recognise that the individuals of the deaf community possess extraordinary talents, just like anyone else.  However, due to the physical constraints, they often find themselves and their voices hidden from the larger narrative of society. Vicks has been a household brand for many of us, and we were so excited to be approached by Vicks Cough Drops to create this fun anthem in Indian Sign language to enable the deaf to also join in to cheer during this cricket season."

 

He added, "The experience was incredibly moving. The participants, who often struggle to express themselves, found their voices through the anthem. They felt empowered, and the recording process became a memorable journey for many, filled with emotion and joy. We applaud Vicks Cough Drops for this inclusive effort and thank Yuvraj for his enthusiastic support.”