The culturally-rooted campaign for Eyebetes Foundation wins Best in Show and top honours in CSR and Non-Profit categories at the prestigious PR awards
Gurugram, 29 July 2025: Cumulus, the Gurugram-based integrated communications consultancy, has earned top honours at the 14th edition of the SABRE South Asia Awards 2025, winning two Golds and the coveted Platinum SABRE for Best in Show for its compelling campaign The Undekha Eye Test. The campaign was executed for Eyebetes Foundation, in partnership with Godrej Consumer Products and Godrej Creative Labs.
Recognised in the CSR and Non-Profit categories, the campaign was lauded for its culturally immersive and socially impactful approach to raising awareness around Diabetic Retinopathy, a preventable yet leading cause of blindness in India.
Leveraging the platform of the Maha Kumbh, the world’s largest spiritual gathering, the campaign featured Naga sadhus—traditionally revered naked ascetics—who voluntarily turned their backs into unconventional vision charts. This unique intervention transformed the act of religious darshan into an opportunity for lifesaving health screening, encouraging onlookers to undergo free eye check-ups on-site. The campaign brought urgent attention to a national issue, with over 150 million people in India at risk of vision loss due to diabetes.
Sumita Kumar Kaul, Founding Partner, Cumulus PR, commented:
> “An effective social impact campaign breeds Attention, Awareness, and Action. This project captured the audience’s attention, educated them about undiagnosed vision loss, and prompted measurable participation. Winning at SABRE is a powerful endorsement of the transformative potential of communication.”
Reena Sharma, CEO, Cumulus, added:
> “At Cumulus, we believe authentic storytelling rooted in cultural insight drives the strongest engagement. The Undekha Eye Test is a vivid example of this, and we’re honoured that it was recognised as the campaign of the year.”
The SABRE South Asia Awards, hosted annually by PRovoke Media, are among the most prestigious accolades in the communications industry, honouring excellence in branding, reputation, and engagement. With close to 1,000 entries received this year, The Undekha Eye Test stood out for its originality, societal relevance, and lasting impact.
About Cumulus:
Cumulus is a strategy-first communications consultancy offering integrated PR, storytelling, and digital reputation services. Known for culture-driven campaigns and measurable outcomes, Cumulus partners with brands to create conversations that matter.