Campaign India Team
May 30, 2014

EBAI makes endearing appeal for the blind, through story told through loyal dog’s eyes

View the film conceptualised by Scarecrow Communications here

Scarecrow Communications India has launched a second film for the Eye Bank Association of India (EBAI) titled ‘Dog’, to urge people to donate their eyes to the visually disabled.
According to the agency, the film draws its inspiration from the success of its first film (below). The attempt was to find ‘the next compelling story that will have the power to reach many and convert them into eye donors, without much of a media spend’.

The film is the story of a young guide dog with an old Parsi master named Feroze. The story is told through the dog’s point of view. On Sunday, when the dog has his ‘day off’, he roams the roads of Mumbai, visits the beach, and enjoys his independence, as the visuals and narrative tell us. But while doing so, the dog also explains that on the other days, it is a pain being tied to his master. As the story unfolds, the dog reveals how his master cares for him, in turn revealing why he cares for his master. Interrupting the flow and forgoing the rest of his Sunday, the dog says he has to go because he has to take Feroze for a walk. The film ends revealing the old master Feroze being led by the protagonist. Feroze is a blind old man. A voice over surmises: ‘He can give him company. But you can give him eyes. If you wish to donate your eyes, log onto’.

The agency intends to reach out to celebrities, influential people on Twitter, ‘opinion leaders’ and bloggers, to amplify the message.


Creative agency: Scarecrow Communications
Creative directors: Manish Bhatt, Raghu Bhat, Kapil Tammal, Sarvesh Raikar
Copywriters: Sarvesh Raikar, Pervin Bhesania, Manish Bhatt
Art director: Kapil Tammal, Lalit Sakurkar
Strategic planner: Arunava Sengupta

Production house: Candid Creations
Directors (film): Kiran Deohans, Aban Bharucha Deohans
Music director: Rajat Dholakia
DOP: Kiran Deohans
Producer: Aban Deohans
Editor: Sandeep Shethy, Nadeem
Sound Production Company: Song Bird Studios and Famous Galactica
Voice: Boman Irani, Aban Bharucha Deohans

Also see: The first eye donation film

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