Description about the project

The central idea of the campaign was to identify a way to sensitize and motivate the sight gifted citizens of India, encouraging them to pledge their eyes. Devotion towards Lord Ganesh is equally strong amongst both sighted and blind communities, but only the blind are devoid of experiencing the celebration of Ganesh Chaturthi. SPARSH VINAYAK – India’s first ‘Touch and Feel’ elephant God idol acted as an aperture for both communities where one was able to participate in the festival for the first time by touching and visualizing the decorated idol and other got a chance to witness and experience the life in dark. We wanted to seed an emotional empathetic chord directly triggering an instinct to overrule the religiously driven excuses and contribute to the blind’s cause by pledging to donate their eyes. Being India’s most celebrated festival, celebrated by over 200 mn. The timing of the Sparsh Vinayak idol couldn’t be more spot on.