TLDR: Cumulus, an integrated communications consultancy, won two Golds and the Best in Show Platinum at the SABRE South Asia Awards 2025 for their impactful ‘The Undekha Eye Test’ campaign, executed for the Eyebetes Foundation in collaboration with Godrej, raising awareness about Diabetic Retinopathy at the Maha-Kumbh.
Cumulus, an integrated communications consultancy headquartered in Gurugram, logged a pathbreaking win at the 14th edition of SABRE South Asia Awards 2025, winning two Golds and the Best in Show Platinum this year.
Cumulus won accolades in the Non-Profit and CSR categories for the ‘The Undekha Eye Test’ campaign – an impactful campaign, driven by authenticity and rooted in culture.
The award-winning campaign, executed for the Eyebetes Foundation in collaboration with Godrej Consumer Products and Godrej Creative Labs, leveraged the world’s largest spiritual gathering – the Maha-Kumbh to raise awareness of Diabetic Retinopathy, the leading cause of blindness in India. Over 150 million people are at risk of blindness due to diabetes, a leading cause of vision loss.
This initiative by Eyebetes Foundation had Naga sadhus transform into ambassadors of vision awareness. Every glance at them became a lifesaving eye test, encouraging onlookers for a free eye-check on-site at the Kumbh Mela.
Speaking on the win, Sumita Kumar Kaul, Founding Partner, Cumulus PR, said, “An effective social impact campaign breeds Attention, Awareness, and Action. With this campaign, we caught the attention of our audience, created awareness about undiagnosed vision loss, and managed measurable action. The SABRE is a great confirmation of our belief in the power of communications. I am proud of our team and thankful to our partners for this hugely satisfying experience and the wins.”
Reena Sharma, CEO, Cumulus, said, “As passionate storytellers, we believe that authenticity and insights rooted in culture can create powerful narratives that engage and enthuse. The ‘Undekha Eye Test’ campaign was a stunning example of this belief, and we are happy to have been a partner in amplifying the message through an impactful PR campaign that has been recognised at the SABRE awards with such validation!”
The SABRE South Asia Awards are among the most prestigious awards in the communications industry, celebrating superior achievement in branding, reputation, and engagement. This year’s edition attracted nearly 1,000 entries from across the region, with “The Undekha Eye Test” emerging as the standout campaign of the year.
