Lenskart is marking Independence Day with Drishti Ki Daud – Run for Vision, a virtual run that links participants’ everyday steps to prescription-glasses donations through the Lenskart Foundation.
Scheduled for August 15 and 16, the initiative will allow participants to unlock up to four pairs of glasses by completing steps tracked through the Lenskart app. Participants who clock 20,000 steps will unlock one pair, while 30,000, 40,000 and 50,000 steps will correspond to two, three and four pairs respectively.
The campaign is aimed at addressing gaps in access to vision care, with Lenskart citing an estimate that more than 350 million Indians cannot afford vision care. The glasses unlocked through the challenge will be donated by the Lenskart Foundation, the company's non-profit arm.
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Participants can join the challenge through the Drishti Ki Daud banner on the Lenskart app and sync their activity with a health app as instructed. Those completing the challenge will also receive a personalised digital finisher frame to share on social media, while their names will be credited on the Lenskart Foundation website.
The initiative builds on Lenskart’s earlier Run for Frame movement, which the company says drew close to one million participants across India, Thailand and Singapore.
Commenting on the initiative, Peyush Bansal, CEO & Founder, Lenskart, said, “The future of eye care in India has to be about greater awareness and wider access to vision care. Through Lenskart Foundation, our ambition is to build a more vision-aware India where quality care is within reach for everyone. ‘Drishti Ki Daud’ takes this ambition into a new space by turning an everyday habit into a shared act of contribution. We are counting on people across India to come together and show how everyday actions, when multiplied by collective participation, can create meaningful change at scale.”
With Drishti Ki Daud, Lenskart is extending its earlier fitness-led initiative into a vision-care campaign, using a virtual participation format to connect individual activity with prescription-glasses donations.
