MUMBAI: In a win that’s hard to miss, Cumulus, the integrated communications consultancy from Gurugram, has been crowned Best Regional PR Agency of the Year – Asia at the London International Awards (LIA) 2025 for its eye-opening campaign, The Undekha Eye Test.
The recognition cements Cumulus’s position as one of Asia’s most creative and purpose-driven PR agencies, one that doesn’t just tell stories but makes people stop, stare and see.
Founded on the belief that communication can create real change, Cumulus has built an enviable track record since its Cannes Lions Gold win in 2019, consistently picking up trophies at global platforms including CLIO, Spikes Asia, SABRE, and now LIA 2025. But this year’s accolade stands apart because it’s not just about creativity, it’s about vision, quite literally.
The winning campaign, created in collaboration with Eyebetes Foundation and Godrej Creative Labs, took place during the Maha Kumbh Mela, the world’s largest spiritual congregation. With over 150 million Indians at risk of vision loss from Diabetic Retinopathy, the initiative reimagined one of India’s most sacred gatherings as a giant, living canvas for sight-saving awareness.
At its centre were the Naga Sadhus, the ascetics who became unlikely ambassadors of eye health. In a stroke of cultural and creative brilliance, these sadhus had eye test charts inscribed on their backs, transforming every curious gaze into an opportunity for awareness. Devotees who looked on were invited to take free on-site eye tests, turning faith into an act of public health intervention, one glance at a time.
The campaign was as unconventional as it was impactful: spiritual symbolism met medical science, and storytelling became a literal vision check.
“The Undekha Eye Test was more than a campaign; it was a call to see what’s often unseen,” said Cumulus founder partner Sumita Kaul, reacting to the win. “This recognition reaffirms our belief that purpose-driven communication has the power to create lasting change. We’re immensely proud to have turned awareness into action on such a powerful scale.”
Cumulus CEO Reena Sharma added, “Being named Best Regional PR Agency of the Year – Asia at LIA is both an honour and a motivation. It celebrates our team’s relentless creativity and cultural insight proof that meaningful ideas can cross borders and touch hearts.”
Established in 1986, the London International Awards remains one of the most respected global benchmarks for creative excellence across advertising, design, digital media, production, and craft. With onsite judging by top international creatives, LIA has become a platform where originality and impact define global storytelling.
For Cumulus, this recognition is more than a trophy, it’s a validation of India’s rising voice in world communications. Over the years, the agency has redefined what “Indian PR” means on the global stage moving from press releases to purpose, from campaigns to cultural conversations.
With its win for The Undekha Eye Test, Cumulus has shown that sometimes, the most powerful communication isn’t just about what you say, it’s about what you help the world to see.
And this time, the world clearly took notice.
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