Godrej Creative Lab has clinched a coveted shortlist spot at the 2025 Cannes Lions International Festival of Creativity. Representing India on the global stage, the agency is competing in the prestigious Health & Wellness category for its impactful ‘Naga Saint Eye Test’ campaign, crafted for the EYEBETES Foundation. The recognition highlights the campaign’s innovative approach to tackling diabetes-related vision loss through culturally rooted storytelling.
The campaign draws on the cultural symbolism of Naga saints—ascetics often seen at religious gatherings across India—to raise awareness around diabetes-related vision loss. By turning these unconventional figures into health ambassadors, the initiative seeks to encourage early eye testing, particularly in communities with limited access to medical care. The concept blends hyper-local insight with a sharp health communication strategy, bringing much-needed attention to preventable blindness caused by diabetes.
The shortlisting places Godrej Creative Lab in the company of global agencies known for high-impact public service work. Other contenders in the same category include:
- ‘The University of Dyslexic Thinking’ – DDB Melbourne (Australia)
- ‘Zip Code Exam’ – AREA 23, an IPG Health Company (USA)
- ‘Diary of a Head Injury’ – Assembly / The Tuesday Club (New Zealand)
- ‘Bills of Contraception’ – DDB Romania (Romania)
- ‘Visiongram’ – Dentsu Inc., Tokyo (Japan)
- ‘Scoliosis #StripesFitCheck’ – MullenLowe MARC (Philippines)
- ‘Edible Soap’ – Saatchi & Saatchi, London (UK)
This year’s Health & Wellness Lions spotlight campaigns that push the boundaries of creativity to address public health challenges, ranging from disability awareness and cancer prevention to hygiene education and women’s health rights.
Winners will be announced during the festival week in Cannes.
