LinTeractive has won the digital marketing mandate for Dr. Agarwal’s Eye Hospital, a chain of eye-care centres, headquartered in Chennai.
The agency has rolled out a #Dare2Stare initiative, which encourages people to pledge their eyes for donation.
Dr. Amar Agarwal, CMD, Dr. Agarwal’s Eye Hospital, said, “We’re glad to have LinTeractive on-board as our global digital marketing partner and excited about our first campaign together, #Dare2Stare. As a company committed to the cause of increasing awareness around the importance of eye donation, we want to play a role in bringing vision to more people in the world. We hope the campaign will open many more eyes and make more people come forward to donate their eyes to others, after they’re gone.”
Vikas Mehta, CMO, Lowe Lintas + Partners, said, “Dr. Agarwal’s is an organisation with deep-domain knowledge and a great heart. They are at the early stages of building their digital presence, which allows us to co-create with them, the entire digital marketing ecosystem. Driving ‘digital transformations’ excites us both as a business, and as a team of practitioners. Working with an Indian company towards their global ambition, makes this partnership truly special.”
Gauri Joshi, unit creative director, LinTeractive, said, “We asked ourselves a very simple question: ‘How could people feel emotionally connected to a visually impaired person and his need for eyes?’ The answer, we realised, lay in an old and popular staring game. When someone looks deeply into another set of eyes, it’s impossible to turn a blind eye to this social issue anymore. And that’s the crux of #Dare2Stare campaign. We are hopeful that this creative rendition would bring about a shift in the way people think about eye donation in general.”