| Title | EYE FOR AN EYE |
| Brand | LENSKART.COM |
| Product / Service | ONLINE EYEWARE PORTAL |
| Category | A07. Use of Events and Stunts |
| Entrant | DDB MUDRA GROUP Mumbai, INDIA |
| Entrant Company | DDB MUDRA GROUP Mumbai, INDIA |
| Advertising Agency | DDB MUDRA GROUP Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Sonal Dabral | DDB Mudra Group | Chief Creative Officer |
| Aneil Deepak | DDB Mudra Group | Executive Director |
| Gaurav Kamath | DDB Mudra Group | Creative Director |
| Sumeer Handoo | DDB Mudra Group | Group Account Director |
| Alvin Dsouza | DDB Mudra Group | Senior Vice President |
| Sonia Arora | DDB Mudra Group | Director Brand Communications |
| Farzad Variyava | DDB Mudra Group | Group Creative Director |
| Smith Mehta | DDB Mudra Group | DOP |
| Rabindra Lenka | DDB Mudra Group | Account Manager |
| Akanksha Mishra | DDB Mudra Group | Corporate Communications and Public Relations |
India has largest blind population in the world, over 15 million and needs around 2.5 million eye donations every year. And is also home to more than 6 million transgenders. These Transgenders, inspite being recognised as 'Third Genders' by Supreme Court of India are still Isolated and facing a life of begging and prostitution. Have been ostracised from their families and society. So on the one year anniversary of the landmark hearing, when world opened their eyes to them, Lenskart.com and Third Gender Community decided to open eyes of the society, Eye for an Eye. Where on 15th April 2015, Third Gender community gathered at New Delhi en masse, and pledged their eyes to those who cant see. Around 2 million pledges received from India.
This was an Initiative not just for a noble cause, but also for a noble consequence – an event that allowed many to see but also many more to be seen. An Initiative which was seen by millions and created a domino ripple effect where Transgenders were slowly being accepted into mainstream culture – First ever Transgender College Principle, Rajya Sabha passed private bill to promote transgenders rights, Bengal Govt. launch special helpline for Transgenders etc. This Initiative was an example that Men, Women, Transgender we are all made the same. Filled with same love and blessed with same eyes. Eye for an eye so those who can't see, can.
There were around 50 News Channels, Local and International Press captured this event. Finally over millions saw these 'Third Genders'.
With the mission to 'Give Vision to India', Lenskart.com wanted to communicate their presence and vision. Inspite being recognised as 'Third Genders' by Supreme Court of India these 'Third Genders' are still invisible. On the one year anniversary of the landmark hearing, when world opened their eyes to them, Lenskart.com and Third Gender Community decided to open eyes of the society, Eye for an Eye. Where on 15th April 2015, Third Gender community gathered at New Delhi en masse, and pledged their eyes to those who cant see.