Vicks Cough Drops has unveiled an exclusive Indian Sign Language version of the #VicksKholIndiaBol Cheer Anthem featuring the former Indian cricketer, Yuvraj Singh for this cricket season in partnership with ‘India Signing Hands’.
India Signing Hands is a non-profit organization devoted to promoting education, awareness, and accessibility for India’s deaf community. Vicks Cough Drops has long been noted for its ads emphasizing how it has helped Indians speak up without fear of ‘khich khich’ in key moments of life.
Vicks Cough Drops collaborated with cricket great Yuvraj Singh earlier this month to debut its new #VicksKholIndiaBol Cheer Anthem, which celebrates our nation’s enormous excitement for cricket and allows 142 crore Voice champions to cheer for their side this cricket season.
The anthem depicts people in the community and Yuvraj himself dancing to the lyrics in Indian Sign Language.
Sahil Sethi, Category Leader – Personal Healthcare, P&G India, commented, “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.”
“I enjoyed learning and performing the #VicksKholIndiaBol anthem in Indian Sign Language. I thank Vicks and India Signing hands for this opportunity to connect with this very special community of cricket fans,” said, Yuvraj Singh.
Alok Kejriwal, Founder & CEO – India Signing Hands, said, “It’s crucial to recognize 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 the 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. 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.”