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Dream11: India’s New Local Language

How Dream11 Turned Sign Language into the Sound of Indian Cricket

Dream11
  • Wavemaker
  • India
WPP Media X Dream11 - India's New Local Language Hero

Challenge

Cricket broadcasts are fast-paced, visually dense, and emotionally charged. Integrating sign language seamlessly into live matches posed multiple challenges: 

  • Synchronization: Interpreting rapid ball-by-ball commentary, emotions, and on-screen graphics in real time without lag

  • Screen Real Estate: Ensuring visibility of sign language interpreters without disrupting live action

  • Accuracy & Emotion: Translating not just words, but excitement, tension, humour, and drama

  • Scale: Executing this across ODI World Cup 2023, IPL 2024, and ICC T20 World Cup 2024, in multiple languages and formats

This required deep collaboration between broadcasters, production teams, cultural consultants, and sign language experts—while maintaining the integrity and excitement of live cricket. 

Idea

Cricket in India is more than a sport—it is a shared language that unites millions through emotion-packed commentary. But for over 63 million Indians with hearing impairment, this language has always been inaccessible. 

The idea was simple yet powerful

Make cricket commentary inclusive by introducing sign language as India’s newest local language.

In partnership with Star Sports,

Dream11 integrated sign language interpretation into live cricket broadcasts and brand communication, enabling the hearing-impaired community to experience the thrill, tension, and joy of the game in real time. For the first time, boundaries were celebrated, wickets were felt, and victories were shared—without sound, but with equal emotion.

Results

The initiative redefined accessibility in sports broadcasting and created a first-of-its-kind inclusive viewing experience.

The campaign achieved significant impact:

18

Unique Dream11 TVCs

4

Languages, all interpreted into sign language

  • Live sign language interpretation embedded during marquee cricket tournaments.

  • For the first time, millions from the hearing-impaired community experienced live cricket commentary emotionally and in real time.

This wasn’t an add-on or a symbolic gesture. Sign language became central to the storytelling, ensuring that cricket truly belonged to everyone. 

The initiative received heartfelt endorsements from the deaf cricket community:

  • Virender Singh, Captain – Indian Deaf Cricket Team. 

  • Needa Shaikh, Captain – Mumbai Deaf Cricket Team, who described feeling “truly included” during India’s T20 World Cup victory.

  • Positioned Dream11 as a category leader in inclusive communication, not just a fantasy sports platform. 

Beyond metrics, the campaign sparked a cultural shift—introducing India to its newest local language and setting a new benchmark for inclusive broadcasting. 

This was not about reach or recall alone. 
It was about belonging.