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The correct sign is a national movement for conventional Indian sign language (ISL) through the cultural power of music and digital narration
More than a simple creative campaign, the correct sign also includes an educational module: an ISL tutorial of 40 phrase taught by the artists themselves. Pic/News18
In an innovative collaboration between technology, music and defense, fresh innovation, Firming Hands Foundation, WondrLab and Lucifer Music have launched the correct sign, a national movement to obtain Indian sign language and digital story.
In the nucleus of this initiative there are four popular Indian-Intep Bakshi, V-Town Chronicles, the campaign is designed to break the barriers between hearing and deaf communities by making sign language visible, identifiable and accessible.
More than a simple creative campaign, the correct sign also includes an educational module: an ISL tutorial of 40 phrase taught by the artists themselves. This aims to train the public to communicate with the deaf community and cause curiosity about learning sign language.
“We are launching the right sign for a moment, but a movement,” said Samir Vora, Marketing Director of Fresh Innovation. “With the scale of our platforms such as Daily Hunt and Josh, we see an opportunity to turn cultural influence into a force for inclusion. This is just the beginning.”
Alok Kejriwal, founder and CEO of Firming Hands Foundation, added: “ISL is more than a tool: its identity, expression and connection. Fresh’s initiative is a significant step towards true representation and acceptance.”
The idea was born from a cultural vision. “Young people mimic gang chips in musical videos knowing their meaning. However, most remain without Indian software or language language,” said Akali Akali, CCO in WondrLab. “We wanted to turn that, and make really significant signs.”
The artists hugged the vision with all my heart. Enkore shared: “Learning Isl was transformative. He added a completely new layer to how I express through music.” Astarif or V-Town Chronicles add: “Rap is raw, it is real. Using it to raise the ISL simply made a lot of sense.”