Mumbai: VerSe Innovation, India’s biggest local language technology platform, Signing Hands Foundation, India’s largest News & Entertainment channel for the Deaf, Wondrlab and Lucifer Music today announced the launch of ‘The Right Sign’ – a groundbreaking initiative that elevates Indian Sign Language (ISL) beyond a creative campaign into a meaningful social movement for inclusion.
As part of this initiative, acclaimed Indian rappers including Indeep Bakshi, V-Town Chronicles, Enkore, and Y-ASH 1HUNNED have re-released their music videos – Alone, Flex, Dhalta Chand and Jo Dekha Wo Likha respectively, replacing traditional gang signs with meaningful ISL expressions. The campaign has also released a comprehensive tutorial featuring 40 essential phrases taught by these rappers, empowering millions to communicate effectively with the deaf speech & hear community. The initiative encourages other artists and creators to include sign language in their performances, helping make ISL a widely accepted communication tool. With creative execution by Wondrlab and music collaboration from Lucifer Music, the campaign harnesses the power of music and digital storytelling to drive a nationwide movement for accessibility and inclusion.
At its core, ‘The Right Sign’ aims to normalize ISL in mainstream culture while addressing the significant communication barriers between hearing and deaf communities across India.
Samir Vora, Chief Marketing Officer of VerSe Innovation, said “We’re launching ‘The Right Sign’ as more than just a campaign – it’s about fundamental inclusion and leveraging cultural influence to bridge long-standing gaps. With our platforms reaching millions daily, we see this as a powerful opportunity to normalize sign language and integrate it into pop culture. This represents just the beginning of our commitment, as we invite others across the ecosystem to join this transformative journey. ‘The Right Sign’ reflects VerSe Innovation’s broader commitment to building inclusive digital ecosystems that serve diverse communities across India.”
Alok Kejriwal, Founder & CEO of Signing Hands Foundation, highlights “Sign language is more than just a communication tool—it represents culture, identity, and fundamental rights that deserve recognition. VerSe Innovation’s initiative to this cause is a significant step for our community. ‘The Right Sign’ stands out by using VerSe’s digital reach to turn awareness into action. By empowering the hearing community to embrace ISL, VerSe is not just including the deaf community but helping reshape our narrative in Indian society.”
Amit Akali, Co-founder and CCO at Wondrlab, talking about the campaign said, “The thought for this campaign formed around the cultural insight of rappers throwing gang signs that have no relevance in India and young people copying them. While sign language, which are also signs, is not known to most Indians. That is why we chose rap. Because entertainment is the best form of education. Especially when your mission is to teach India sign language. Real-time efforts were put in by all the rappers. They spend time learning the sign language and incorporated them in their music videos. Hoping everyone takes this as a sign and joins The Right Signs initiative”
Lucifer Musicsaid “At Lucifer Music, we’ve always believed that music transcends boundaries — of language, ability, and identity. This campaign was an exciting and necessary step in bringing that belief to life. Collaborating with talented musicians to create content that harnesses the power of hip-hop and rap, while seamlessly incorporating sign language, was a powerful reminder that music truly belongs to everyone. A big shoutout to VerSe Innovations and Wondrlab for conceiving such a bold and inclusive idea — we applaud their vision. We’re proud to be part of a movement that turns inclusion from a good intention into a true celebration.”
Enkore said, “When I first heard about ‘The Right Sign,’ it just clicked. We had an opportunity to transform the signs in our videos into meaningful communication that bridges communities. Learning sign language changed everything for me—it’s raw, powerful, and deeply human. Music has always been about expression, but now I realize our visual language matters too. There are millions in India using sign language daily, yet we barely try to understand them. VerSe is breaking down walls that should have come down long ago.”
Astarif – V Town Chronicles said, ‘Using rap—something authentic and from the streets—to mainstream sign language was an instant yes for me. We throw signs in videos all the time, but this is the first time those gestures actually mean something real. Music is pure emotion, and sign language adds a whole new dimension to that expression. It is time we normalize seeing and using ISL everywhere, especially in youth culture. This movement is not just about inclusion—it is about evolution.’
This collaborative campaign is a celebration of expression and inclusion, encouraging people across India to learn, connect, and empower through Indian Sign Language.
Watch the campaign’s music videos here: #TheRightSigns