Large and diverse with distinct regional cultures, India has over 120 major languages. Of those, 22 are officially recognized by the country's constitution. In 2023, Axis Bank wants the government to add a 23rd tongue: Indian Sign Language.
Axis — one of India's largest private sector banks — worked with Grey to develop a campaign that positions Indian Sign Language as a language that Indians speak across regional borders.
As part of that mission, the bank's 'Dil Se Open/With Open Heart' series of commercials now features a sign language interpreter. According to Adobo Magazine, it's the first time an Indian brand has offered signed translations of advertising messages.
