When hands do the talking, the message hits home

To commemorate International Labour Day (May 1), Godrej Consumer Products Ltd (GCPL) launched a digital film titled ‘Hands That Speak’. This initiative shines a spotlight on workforce diversity and inclusivity, with a heartfelt tribute to employees with disabilities working at GCPL’s flagship greenfield manufacturing facility in Tamil Nadu.

The film features GCPL employees, including individuals with hearing and speech disabilities, who narrate their stories through Indian Sign Language (ISL)—with subtitles for those who are yet to learn the language. Rather than being limited by silence, their hands become powerful voices of strength, precision, and pride.

Set against the backdrop of a bustling factory floor, the film redefines communication and contribution, celebrating not just what individuals do—but who they are.

According to a 2021 report by UnearthInsight, India is home to nearly 30 million persons with disabilities (PwDs), yet only 11% are meaningfully employed. With this initiative, GCPL not only celebrates its people but also calls for systemic change in industries to unlock opportunities, open doors, and build truly inclusive workplaces.

Told through ISL and supported by subtitles, the film lets GCPL’s employees with hearing and speech disabilities take the lead—sharing their story not with spoken words, but with their hands. These hands don’t just build, pack, or create volumes. They’re symbols of pride, identity, and an unspoken strength that says it all.

Sandhya Ramesh, general manager of diversity equity and inclusion at GCPL, said, “GCPL’s Chengalpattu factory’s commitment to respect and fairness inspires meaningful change—both in the workplace and beyond. ‘Hands That Speak’ is a celebration of the incredible contributions of people with disabilities in our workforce. On Labour Day, we honour not just the work, but the spirit and individuality behind it. We hope this film sparks conversations and action across industries to make employment more accessible and equitable.”

‘Hands That Speak’ is part of GCPL’s ongoing efforts to champion equity in employment, highlight the power of silent strength, and inspire organisations to build a more inclusive labour force. GCPL’s newly launched Chengalpattu plant in Tamil Nadu stands as a testament to Godrej Consumer Products' unwavering commitment to shaping the future of manufacturing, where innovation, sustainability, and inclusivity seamlessly converge.

Along with 50% women employees, the plant has 5% representation from people with disabilities (PWD) and LGBTQIA+ communities. By breaking structural and social barriers, GCPL aims to enable more individuals, especially those with mobility, speech, or hearing impairments, to contribute fully and proudly to the workforce.

Campaign’s take: On Labour Day, GCPL skipped the boardroom and studio sets and went straight to the shopfloor. Hands That Speak, its new digital film, turns the spotlight on employees with hearing and speech disabilities—not as case studies in CSR, but as skilled professionals with powerful stories to tell.

Set in GCPL’s greenfield facility in Tamil Nadu’s Chengalpattu, the film is narrated entirely in ISL, with subtitles doing the heavy lifting for the rest of us. No soft-focus montages or motivational music here. Instead, the protagonists—real workers, real shifts—use their hands not just to operate machinery but to communicate identity, pride, and purpose.

It’s an ad that puts its money where its mouth isn’t. The campaign taps smartly into GCPL’s ongoing diversity narrative, but avoids self-congratulation by letting the workers lead, quite literally, with their hands. The setting isn’t just symbolic—it’s the epicentre of production, where these individuals spend most of their day, and with their co-workers nonchalantly continuing with their work and sometimes straying into the frame.

For brand marketers, it’s a lesson in showing, not telling. And for agencies, it’s a nudge: inclusivity isn’t a backdrop, it’s your storyline. Because sometimes, the most powerful brand messages don’t need to be spoken—they just need to be seen.