The birth of the record label, IncInk was prompted by Ranveer Singh’s desire to give a platform to independent musicians. As he dived deeper in the world of music, the actor soon found another urgent cause to champion — since 2019, he has been highlighting the issues faced by the Deaf community. As part of his ongoing commitment to the cause, the superstar will launch five music videos in Indian Sign Language (ISL), specially designed for them on International Day of Sign Languages today.

“If there is anything we have come to value in the past year-and-a-half, it is the power of being there for each other. My message to the youth would be to keep doing the work they are doing, while [trying to] create an inclusive space by working with the Deaf community,” says Singh.

The videos include Mohabbat, Sangeet, Black, Aur Karo and Vichaar, created by artistes Kaam Bhari, Spitfire and Kiss Nuka, among others. They have been interpreted and worked on by deaf signers at Hear A Million, a collective that works closely to empower them. In addition, the label’s YouTube channel will run a 12-hour digital campaign to raise awareness about their needs and struggles.

Singh first put the spotlight on the community in 2019 when he roped in an ISL interpreter to perform with Spitfire on national television. Soon after, he began the campaign, urging the Indian government to declare ISL as the country’s 23rd official language. His relentless efforts have led to a small but significant change. “In May last year, we shared the petition. The first step to this milestone was taken by the government some weeks ago, when ISL was made optional for students to learn in schools from the ninth to 12th grade.” 

However, it’s a long journey to the finish line — one that will be fulfilled only by the support of the masses. Urging his fans to sign the petition, he says, “We are committed to carry through as allies of the community, and get to the finish line with them. The day it will be the 23rd recognised language under the Constitution of India, the needle will shift [towards true inclusivity].”

Amid the uncertainty brought about by the Coronavirus pandemic, several stories of individuals punching above their weight to help those in need did the rounds. Like several music industry veterans who offered a helping hand to struggling independent musicians, Ranveer Singh, via his music label, IncInk, ensured that the artistes under his fold were looked after well.

The actor facilitated the making of nine songs in the last eight months so as to encourage his rappers. "When you make it your mission to discover new artistes and present them effectively to the world, you have to live by that pledge. 2020 has been a challenging year for the music industry, but, I am delighted that our company stayed on track to fulfil the promises that we made to these talented [singers]. We are a bunch of committed music lovers who are always trying to change the music industry. Our intent is to give India a new sound to listen to. For that to happen, we cannot even afford to take a day off," Singh tells mid-day.

Singh's label currently has hip-hop artistes like Kaam Bhari, Spitfire, SlowCheeta and Devil The Rhymer on its roster, and is constantly on the lookout for new artistes. In the lockdown, it unveiled the songs Raw compilation, Vartalap isl x petition, Mehfil-e-hip hop, Tom nahi paayega rap, Isl shwapon, Black, Vichaar, White collar, and Aur karo. Singh, who is also advocating to make the Indian sign language the 23rd official language of the country, plans to give a platform to budding rappers to showcase the different Indian cultures.

Meanwhile, the actor has a spate of movies up for release next year, including the anticipated '83, Rohit Shetty's Cirkus, and Takht, backed by Karan Johar.