India – Wondrlab, a platform-first martech startup, has joined forces with VerSe Innovation, Signing Hands Foundation, and Lucifer Music to launch ‘The Right Sign’—a bold cultural initiative that aims to normalise Indian Sign Language (ISL) by weaving it into India’s vibrant rap scene.
As part of the campaign, rappers including Indeep Bakshi, V-Town Chronicles, Enkore, and Y-ASH 1HUNNED have incorporated Indian Sign Language (ISL) into their performances, using music as a medium to foster inclusion and raise awareness.
The initiative challenges the typical use of gang signs in rap culture, replacing them with meaningful ISL gestures. Beyond music videos, the campaign extended to cyphers held across India, classroom sessions, and youth-focused activities aimed at making sign language more familiar in everyday settings.
Central to the effort is a 40-phrase ISL tutorial, intended to make basic communication more accessible for those engaging with the deaf and hard-of-hearing community.
Amit Akali, co-founder & CCO at Wondrlab, said, “This idea came from a simple insight—youngsters copy gang signs from rap videos without knowing what they mean. Why not replace those with signs that truly communicate? This is more than a campaign—it’s a cultural correction.”
