Tata Motors and WATConsult come together for film promoting use of sign language

#LanguageOfHumanity aims to create awareness on the importance of considering sign language and stimulate the feeling of inclusivity

e4m by exchange4media Staff
Updated: Sep 24, 2019 5:08 PM

India is a nation that is united by various facets such as national anthem, sports, and even Bollywood; but is significantly divided by various languages. India has more than a hundred different languages but, unfortunately, sign-language is not one of them. It is the least adopted language by the government and its citizens.

With the objective of spreading awareness about the adoption of sign language as a means of communication and to encourage equality, automobile manufacturer Tata Motors – PVBU (Passenger Vehicle Business Unit), for its brand Harrier, in partnership with WATConsult, the digital and social media agency from Dentsu Aegis Network, launched a video marking the International Day of Sign Languages.

The video titled #LanguageOfHumanity, showcases the story of a family that hires a deaf-mute housekeeper and how the couple positively encourages her and support her, by stepping up to learn the ‘sign-language’ along with her to communicate.  

Talking about the initiative, Vivek Srivatsa, Head of Marketing, PVBU commented, “Harrier is positioned as an SUV that’s #AboveAll, and in line with this, we encourage to normalise the usage of sign language and elevate its importance as a means of communication, in order to induce inclusivity in the society for the deaf and mute community. Using the hashtag of #AboveAll, the brand’s gripping storyline certainly makes a mark and pushes the message that the power in the language of humanity is truly #AboveAll.”

Commenting on this, Rajiv Dingra, Founder and CEO, WATConsult, said, “As the automobile giant has always had a progressive approach towards the growth of the society at large, this International Day of Sign Language, the brand wanted to inculcate the #LanguageOfHumanity among all. The video subtly aims to spread a word about the importance of accepting ‘sign-language’ just like the other spoken languages in the country. This video takes ahead the brand’s philosophy of positioning its flagship product, Harrier, #AboveAll in its true sense.”

International day of signs language day is globally commemorated on September 23, 2019. The Convention on the Rights of Persons with disabilities recognizes and promotes the use of sign languages. It makes clear that sign languages are alike to other spoken languages.

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