In a ground-breaking public health initiative, the Naga sadhus of the renowned Naga Akhara have joined forces with the Eyebetes Foundation to raise awareness about preventable blindness. The iconic Naga ascetics, known for their ash-covered bodies, carried a striking message at the Maha Kumbh Mela, the world’s largest religious gathering, with an eye test inscribed on their backs: "Can You See?"
The message was not just philosophical, but also a literal call for eye health awareness, as the Eyebetes Foundation focuses on diabetes-induced blindness. Dr. Nishant Kumar, a Mumbai-based eye surgeon and the founder of the Eyebetes Foundation, spearheaded the initiative to combat the crisis of preventable blindness, particularly among diabetic Indians. With close to 100 million diabetics in India at risk, the project aimed to create awareness about the importance of early diagnosis and intervention.
The camp, set up at the Sangam site, has been providing free eye screenings and distributing eyeglasses to those in need, a service that continues throughout the Mela.
"Physical and spiritual health are deeply linked in religious practice," said a spokesperson for the Naga Akhara. "Our eyes are the windows to the soul, and to see eeshwar is to see the world. Supporting this cause was an act of good for the countless devotees on their spiritual journey. We felt it was our duty to raise awareness of this noble deed. This is our message to the devotees of the Maha Kumbh Mela and to all who offer us their respects."
Dr. Nishant Kumar added, “We knew that for the duration of the Maha Kumbh Mela, the sadhus of the Naga Akhara will be the most looked-at figures and an unusual set of influencers. They are known for their asceticism and stark simplicity, as well as their devotion to the truth. I am profoundly grateful that they found our message meaningful and resonant with their own spiritual practice. This was truly a once-in-a-lifetime opportunity.”
Swati Bhattacharya, Global Head of Godrej Creative Lab, also commented, "The beauty of this campaign lies in its simplicity and impact. Early on, we recognised that at the Maha Kumbh Mela, the most striking and unforgettable figures are the Naga Sadhus - seen only once every 12 years, often outlandish, yet most stared at. More than any billboard or advertisement, they were our true celebrity influencers and it was imperative to bring them on board. This campaign was about making people see what they often overlook, both literally and metaphorically. We transformed the act of looking into an act of awareness."
This innovative collaboration underscores the power of unconventional thinking and collective action, bringing critical health issues into the spotlight through empathy and creativity.
