Vicks Cough Drops, the trusted brand known for its commitment to giving India a khich khich free voice, announced the launch of its special Indian Sign Language version of the #VicksKholIndiaBol Cheer Anthem in collaboration with ‘India Signing Hands’ – an organization dedicated to promoting Education, Awareness, and Accessibility for the Deaf Community in India.
Vicks Cough Drops has always been known for its iconic campaigns highlighting how it has enabled Indians to speak up in critical moments of life without any khich khich. Earlier this month, Vicks Cough Drops joined hands with cricket icon Yuvraj Singh to unveil its new #VicksKholIndiaBol Cheer Anthem celebrating our nation’s boundless enthusiasm for cricket and enable 142 crore Voice champions to cheer for their team this cricket season.
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 & CEO – India Signing Hands, says: “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.”
The anthem features passionate fans from the community and Cricket icon Yuvraj Singh himself grooving to the lyrics using the Indian Sign Language.
“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,” says Yuvraj Singh.