Axis Bank believes that language should not be a barrier when it comes to access and opportunity. Inclusivity is at the core of the Bank's belief system and reason to exist as captured in their tagline – ‘Dil Se Open’ (Open to all).

For a speech or hearing-impaired bank customer in India today, a regular bank visit can be quite a challenging experience because of the lack of proficiency and knowledge among bank employees about Indian Sign Language.

Axis Bank wanted to take the lead when it came to transforming banking for over 60 million speech and hearing-impaired people in India whose sole means of communication is ISL.

India celebrates January 26th as its Republic Day. A day India adopted its constitution that truly embodies inclusivity and promotes equality.

How could the brand leverage a day that celebrates inclusivity to bring in a new conversation around inclusion?

How do you mobilise a nation to rally behind a forgotten language that will ensure inclusivity of an entire community?

#23in23 is an initiative aimed at recognizing Indian Sign Language (ISL) as the 23rd official language in the Indian Constitution in 2023.

The goal is to provide fair representation to over 60 million-strong speech and hearing impaired community in India, who primarily rely on ISL as their means of communication.

Republic Day 2023 presented us with the perfect opportunity to push this conversation into the mainstream and ensure equal opportunities and experiences for the speech and hearing-impaired community.

The chosen day is even more significant because of its commemoration of the constitution of India and its principles of equality and justice for all.

The Indian constitution recognizes 22 languages. Some of which are spoken by less than 10 million people. However, there is one language which is the sole means of communication for over 60 million people, which unfortunately hasn’t been recognized yet – The Indian Sign Language.

Could we recognise the Indian Sign Language as the 23rd language in 2023?

With this audacious goal, we started out researching about the acceptance of the Indian Sign Language with experts in the domain. Our studies revealed a fascinating insight that this language has unique syntax, vocabulary and grammar that borrows from and builds upon everyday gestures that we all use.

This became the foundation of a story that elevates the cause into the mainstream, as also a simple, intuitive tutorial program that equips our frontline banking staff to transform everyday banking experiences for an entire community.

The film was launched on 26th January, India’s Republic Day and was widely shared on Whatsapp, Facebook, Instagram and Twitter. It garnered a huge share of conversations around brands and initiatives during the Republic Day period.

A first of its kind training module was launched across 4500 branches of the country to equip bank employees with proficiency and knowledge in ISL, so that the speech and hearing-impaired community can start feeling truly included in the financial world.

Furthermore, we started a petition to influence policy makers towards the vision of #23in23.

Axis Bank also started releasing translated Indian Sign Language versions of its advertising with a vision to making all of its communication truly inclusive.

The online film instantly lent voice to the speech and hearing-impaired community as it was widely shared throughout the country.

While the desired change is much larger, the bank swiftly rolled out a program that would make a tangible difference a lot sooner – The ISL training module.

Axis bank became the first in the category to usher in a new era of inclusivity in retail banking.

We also became the first ever brand to translate advertising communication into the Indian Sign Language.

Axis Bank was seen as a champion of inclusivity driving a forgotten agenda. With this campaign, the brand sparked a movement to make people with speech and hearing impairment no longer feel excluded from India’s growth narrative.

Major publications and influential voices hailed this move as a much-needed push and a wake-up call for policy makers.

Impressions Delivered: 208M

Reach Achieved : 109M

Views: 55M