MAM
Lenskart links Independence Day steps to donations of prescription glasses
‘Drishti Ki Daud’ will donate up to four pairs as participants cross step milestones
MUMBAI: This Independence Day, every step could help someone see a little clearer. Lenskart is turning a weekend fitness challenge into a vision-care initiative, with participants in its virtual4 ‘Drishti Ki Daud’ campaign able to trigger donations of prescription glasses based on the number of steps they complete.
The challenge will run on the Lenskart app on 15 and 16 August, with donations being channelled through the Lenskart Foundation. Participants can unlock up to four pairs of glasses, with the contribution increasing as they cross successive step milestones.
The structure is simple: 20,000 steps trigger one pair of glasses, 30,000 steps unlock two pairs, 40,000 steps three pairs and 50,000 steps four pairs.
Participants can join by selecting the campaign banner on the Lenskart app and connecting it with a health app as instructed. Those completing the challenge can also download a personalised digital finisher frame for social media, while their names will be credited on the Lenskart Foundation website.
The campaign is aimed at drawing attention to access to vision care. Lenskart said more than 350 million Indians cannot afford vision care, with the glasses generated through the initiative being distributed through its foundation.
Peyush Bansal, CEO and founder of Lenskart, said the campaign seeks to use an everyday activity to build awareness around eye care while expanding access to vision services.
‘Drishti Ki Daud’ follows Lenskart’s earlier ‘Run for Frame’ movement, which the company said brought close to one million participants together across India, Thailand and Singapore through its app.
The initiative also builds on the work of the Lenskart Foundation, established in 2020 to focus on awareness, accessibility and advocacy around eye care. Its programmes include Child Eye Care Centres, mobile clinics and door-to-door outreach.
According to the foundation, it has donated more than 2.15 lakh prescription glasses to date.
With ‘Drishti Ki Daud’, Lenskart is giving the familiar Independence Day fitness challenge a different finish line, one where the distance covered by one person can translate into clearer vision for another.
