Societies around the world comprise of individuals belonging to different communities, many of whom are recognized and catered to within their respective countries. Deaf and hard of hearing individuals are one such community whose numbers have reached over 466 million amounting to 5% of the global population. In Sri Lanka, the deaf and mute community exceed 389,000 individuals. Although contributing citizens of Sri Lanka, the deaf and hard of hearing individuals have been continuously marginalized day-to-day in every aspect of society. Although they are everyday consumers, the deaf and hard of hearing community are a market demographic that has repeatedly been overlooked by advertising and marketing efforts in Sri Lanka. This has resulted in them not being ‘spoken to’ by brands or through any brand communication mediums in the nation’s past.

 

Sri Lanka is a multicultural nation made up of different communities, the majority Sinhalese, Hindus, Muslims and Christians. Every brand in the country communicates to each of these communities in some way, acknowledging their existence and speaking to them in their respective language, except to one - the deaf and hard of hearing community.  As the majority do not suffer from such a handicap, it has been society’s stance to view everything through their perception of “normal” and difficulties faced by deaf and hard of hearing individuals is not understood or taken into consideration. Though the numbers within this community has increased over the years, they are overlooked as a market demographic by every local and international brand in the country. There is no communication directed at them, simply due to the fact that the language they use to communicate - sign language, is unique. This precedent set by advertising since it began in the country, has not changed to this day. And as such, not communicating to communities such as the deaf and hard of hearing community have become the social norm.

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Maliban, the leading biscuit manufacturer in the country whose brand essence is ‘inspiring goodness’ wanted to go beyond mere inspiration and a make a difference by bringing attention to, and benefiting a forgotten community in Sri Lanka. On the 23rd of September 2020, the International Day of Sign Languages they spoke to a community that had been overlooked by Sri Lankan society- the deaf and hard of hearing community.  Maliban spoke to this community with ‘The Maliban Sign Language TV Commercial’, which aired on local television channels and was shared as a video on social media platforms. The original commercial was produced for the general public. Maliban re-created it with the original storyline, in the original location, casting the same models and used the same dialogues and narration, with only one difference – the entire commercial was produced in sign language. A specialist was brought in to teach sign language to the models in order for them communicate the brand story clearly to the deaf and mute individuals. ‘The Maliban Sign Language TV Commercial’ was able to ‘speak’ to the individuals of the deaf and hard of hearing community by communicating the brand message effectively. And more importantly the commercial gave the message that there is a vital need to create an inclusive society that does not discriminate against any individual or community.