Lenskart marches on Delhi roads to spread social message

Lenskart communicated the social welfare message by creating a different buzz in the outdoor.  On the occasion of the 1st anniversary of Transsexual and Transgender self-identity, the brand in association with the transgender and transsexual community came out on the roads of Delhi to promote eye donation. The event was handled by DDB MudraMax.

During the event the third gender group gathered at JantarMantar and along with the support of the community from across the nation, decided to pledge their eyes, en masse, as a thank you gesture and also promoted the eye donation to the masses. More than 16,000 pledges were taken and the community also vowed to take the number up to 2 lakh, making it the single largest pledge of the country.

Discussing the concept of the initiative, Aneil Deepak, Head of Ideas, DDB MudraMax said, "Functional advertising doesn't cut ice with the extremely informative millennial. In today's world, brands need to show a heart, behave human-ish and offer a point of view. Transgender and Transexuals were always around, but we never acknowledged their presence. We couldn't see. So for Lenskart, we came up with the idea of Transgenders pledging their eyes, so those who can't see, see. With a hope that those who can see, see too."

Peyush Bansal, CEO, Lenskart said, "It's Lenskart's vision to spread ability to make every citizen of India see clearly. It just takes a much bigger leap with the'Eye for an Eye' campaign. The Supreme Court gave the transgenders and transsexuals the much needed respect this time, last year. We are glad to associate with them for this generous gesture. We hope more and more Indians will be inspired to donate their eyes now.”