Dr. Agarwal's Eye Hospital awards digital mandate to LinTeractive

Unveils #Dare2Stare, an innovative campaign aimed at encouraging people to pledge their eyes for donation

BestMediaInfo Bureau | Mumbai | May 26, 2015

LinTeractive, the digital division of Lowe Lintas + Partners, has won the digital marketing mandate for Dr. Agarwal's Eye Hospital, a super-specialty global chain of eye-care centers headquartered in Chennai. As its partner, the agency would be offering digital marketing capabilities, including search, social, web | mobile, social media monitoring, analytics and campaign activation to Dr. Agarwal's Eye Hospital.

Kicking off its inaugural work for the client, LinTeractive has unveiled #Dare2Stare, an interactive online initiative designed to encourage more people to pledge their eyes for donation. The initiative goes live through multiple digital touch-points and a website created for collecting eye-donation pledges, dare2stare.in.

Dr. Amar Agarwal

Sharing his views on choosing LinTeractive as the AoR and also on the campaign, 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

On being appointed the global digital partner for Dr. Agarwal's Eye Hospital, 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.”

#Dare2Stare is a first-of-its-kind initiative towards the cause of eye donation in India, where organ donation is still a neglected reality with few people coming forward, especially for their eyes. The campaign is specially designed to encourage more people to pledge their eyes for donation. The initiative goes live through multiple digital touch-points and a website created for collecting eye donation pledges in an effort to help more than 2.5 lakh Indians regain their vision with corneal transplantation.

Sharing her views on the creative expression rendered to the online initiative, 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.”

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