Dubai – MENA Herald: Dubai-based advertising agency, The Classic Partnership – a WPP company operating under the MENACOM Group in the region, has won Gold and Silver Lions at the Cannes Lions International Festival of Creativity. Excelling amongst healthcare communication entries at the prestigious festival, ‘The Nazar Initiative’ – conceptualized and executed for Aster Healthcare & Medical Centres – won the agency its long-awaited Lion.
Created to raise awareness on eye health amongst blue-collar workers in the UAE, ‘The Nazar Initiative’ deploys a creative solution in the form of a uniquely designed eye chart to overcome barriers of communication, thus paving the way for a more informed and healthier society. The campaign won in the Pharma Lions category at the Lions Health 2016.
Rahul Nagpal, CEO at The Classic Partnership, said: “We believe we have not only responded to a CSR brief but we have created an all-new solution for people in similar circumstances, for geographies around the world. Winning at Cannes is always special and a lot sweeter if it is your first. You compete with the best from around the world and to come out on tops, speaks volume for the agency culture and the creative capabilities of the team.”
“As ‘Nazar’ amplified a regionally renowned healthcare brand’s CSR initiative, we were inspired to deliver a compelling narrative to drive home the message of safety and well-being, while staying true to the brand promise: We’ll Treat You Well,” added Alok Gadkar – GM & Executive Creative Director.

Since the launch of Nazar, many more workers have taken the eye test, and several eye charts and free glasses have been distributed by the clinic.