DDB MudraMax executes noteworthy campaign for Lenskart & EBAI

16 Apr,2015

By A Correspondent


On April 15, 2014, India’s Supreme Court granted the country’s Transsexual and Transgender individuals the right to self-identify their gender. A landmark event that made India, the first country in the world to formally recognize Transgender and Transsexuals as the third gender.


Marking the one-year anniversary of this historic event, Lenskart and the Transgender and Transsexual community, gathered at Jantar Mantar and along with the support of the community from across the nation, decided to pledge their eyes, en masse, as a thank you gesture to Hon’ble Justice A.K. Sikri and Hon’ble Justice K.S. Radhakrishnan who passed the judgment.


The number of pledges that were received has already crossed over 16,000 and the community has vowed to bring this number up to 2lakh, making it the single largest pledge of the country.


Justice Sikri and Justice Radhakrishnan in turn handed over the pledges to Eye Bank of India.


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.”


Quoting on Lenskart’s support to the campaign, Peyush Bansal, CEO, Lenskart said, “It’s Lenskart’s vision to spread ability to make every citizen of India see clearily. 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.”


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