Campaign SpotlightPress Release

GREY Group and Axis Bank fight to have Indian Sign Language recognized as India’s 23rd official language

BANGALORE, INDIA — India is one of the most diverse countries in the world in many aspects, and one of them is the number of languages spoken across the country. The most interesting and exciting part of India’s diversified linguistic culture is that languages change every few kilometers.

To celebrate this distinct nature of the country, banking company Axis Bank launched a heartwarming campaign #23in23 that acknowledges the one language that Indians speak across borders: Indian Sign Language. According to the eight schedule of the Indian Constitution, there are only 22 recognized languages in India. The campaign aims to get Indian Sign Language officially recognized as the 23rd language in 2023.


The campaign was conceptualized by creative agency GREY Group, produced by Dora Digs, and directed by Puneet Prakash.

As a part of the ongoing campaign, Axis Bank, with the help of translation by Harshal Hariyani, has also rereleased its latest films in sign language as it believes that communication should be inclusive to everyone. It is the first time an Indian brand has created a practice of translating its brand communication into sign language.

Watch the series here:

Grey Bangalore ECD Nishanth Ananthram and ACD Atul Pathak, said, “When we discovered that there is one language commonly spoken in all places in India – the Indian Sign language, we wanted to capture this diverse linguistic culture for the campaign. When we met sign language expert, Mr. Sitaram Chavan, he mentioned that every Indian speaks the Indian Sign Language daily to communicate, which sparked the idea for the campaign.”

Anusha Shetty, GREY Group India Chairman & Group CEO, said, “#23in23 is not just a campaign, but a plea to the Government to recognize the Indian Sign Language as the 23rd recognized language of India”

Agency Team: Grey
Anusha Shetty
Sandipan Bhattacharyya
Arun Raman
Ketan Desai
Nishanth Ananthram
Anish Raghu
Salome Singhal
Sitaram Chavan
Harshal Hariyani
Soumyadeep Ghosh
Arun Karane
Atul Pathak
Nandan Lad
Sagar Pawar
Trisha Singhee
Sharmishta Chakraborty
Sahana Sridhar
Zainab Haji
Anwesha Guha

Client Team: Axis Bank
Abraham Chacko, Head of Brand, Media, Social & Insights
Sayan Halder, Head of Social and Digital
Soubhagya Pani, Digital Marketing Manager
Prakhar Pandey, Deputy Marketing Manager

Partner with adobo Magazine

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