| Title | EYE FOR AN EYE |
| Brand | LENSKART.COM |
| Product / Service | ONLINE EYEWARE PORTAL |
| Category | C08. Charities, Public Health, Safety & Awareness Messages |
| 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 |
With the mission to 'Give Vision to India', Lenskart.com wanted to communicate their presence and vision through an experience or event which had adequate PR value, in local and national press. On April 15, 2014, India became the first country to Identify transgenders as Third Genders by Supreme Court of India. But things haven't changed much though. These 'Third Gender' community 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 Jantar Mantar, New Delhi en masse, and pledged their eyes to those who cant see. Around 2 million pledges received from India.
India has largest blind population in the world, over 15 million and needs around 2.5 million eye donations every year. And India is also home to around 6 million transgenders. So there are those who cant see and others who cant be seen. Some waiting to start seeing while others are waiting to be seen. These Transgenders, Isolated, labelled as freaks and facing a life of begging and prostitution, have been ostracised from their families and their communities. Then came this day: April 15, 2014. Hope dawned on the hijra community of India. India became the first country to be recognized as 'Third Gender' by Supreme court of 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.
On April 15, 2014, India became the first country to Identify transgenders as Third Genders by Supreme Court of India. But things haven't changed much though. These 'Third Gender' community still cant be seen. 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 Jantar Mantar, New Delhi en masse, and pledged their eyes to those who cant see. Around 2 million pledges received from India.