TATA Motors’ Harrier Launches #LanguageOfHumanity Initiative

BW Online Bureau Sep 24, 2019

In a nation that is united by various facets such as National Anthem, sports, and even Bollywood; it is significantly divided by various languages. India has more than a hundred different languages but, unfortunately, sign-language is not one of them. It is the least adopted language by the government and its citizens.

With the objective of spreading awareness about the adoption of sign language as a means of communication and to encourage equality, TATA Motors – PVBU (Passenger Vehicle Business Unit), for its brand Harrier (positioned as #AboveAll), partnered with WATConsult, the digital and social media agency from Dentsu Aegis Network launched a video marking the International Day of Sign Languages.

The video titled #LanguageOfHumanity, showcases the story of a family that hires a deaf-mute housekeeper and how the couple positively encourages her and support her, by stepping up to learn the ‘sign-language’ along with her to communicate.

TATA Motors’ Vivek Srivatsa, Head of Marketing, PVBU commented, “Harrier is positioned as an SUV that’s #AboveAll and in line with this, we encourage to normalize the usage of sign language and elevate its importance as a means of communication, in order to induce inclusivity in the society for the deaf and mute community. Using the hashtag of #AboveAll, the brand’s gripping storyline certainly makes a mark and pushes the message that the power in the language of humanity is true #AboveAll.”

Commenting on this, Rajiv Dingra, Founder and CEO, WATConsult said, “As the automobile giant has always had a progressive approach towards the growth of the society at large, this International Day of Sign Language, the brand wanted to inculcate the #LanguageOfHumanity among all. The video subtly aims to spread a word about the importance of accepting ‘sign-language’ just like the other spoken languages in the country. This video takes ahead the brand’s philosophy of positioning its flagship product, Harrier, #AboveAll in its true sense.”