The encyclopedia · Advertising & PR · Marketing decision · 2025
Josh rappers swapped gang signs for Indian Sign Language
VerSe's Josh got rappers to re-shoot videos using sign language, turning gang signs into 40 teachable ISL phrases; Cannes-shortlisted.
VerSe Innovation · Josh
the move
Rap videos popular in India copied American gang signs that carry no local meaning, while Indian Sign Language, unknown to most hearing Indians, remained invisible. Wondrlab's insight for short-video platform Josh was to swap the meaningless signs for meaningful ones.
Four rappers, Indeep Bakshi, V-Town Chronicles, Enkore and Y-ASH 1HUNNED, re-released their videos Alone, Flex, Dhalta Chand and Jo Dekha Wo Likha with ISL expressions, working with Signing Hands Foundation, India's news and entertainment channel for the deaf. The campaign also released a tutorial teaching 40 essential phrases through the rappers.
The work turned a pop-culture trope into India's first mainstream rap videos in sign language, and was shortlisted at Cannes Lions 2025 in the Social & Creator Lions, Creator Collaboration category.
why it works
- The rappers' existing audiences met sign language inside content they already watched.
- Deaf-led partners kept the signing accurate and the intent credible.
- A 40-phrase tutorial made the campaign useful beyond the videos themselves.
what transfers
When a borrowed cultural gesture is empty in your market, replace it with one that carries real meaning; the swap creates both content and cause.
what came after
VerSe positioned the initiative as the start of a movement to normalize ISL in Indian pop culture, inviting other artists to include sign language in performances, while Wondrlab's shortlist at Cannes Lions 2025 validated the approach.
references
- Top rappers join forces for 'The Right Sign' campaign promoting Indian sign language awareness
- VerSe Innovation partners with Wondrlab to launch 'The Right Sign' campaign
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