Mumbai: Sun Pharmaceutical Industries Limited (Sun Pharma), India’s No. 1 pharmaceutical company by revenues and prescriptions¹, has announced the launch of #SeeBeyondSugar, a national awareness campaign aimed at educating people about Diabetic Retinopathy, a serious and often overlooked complication of diabetes that can lead to preventable blindness. Supported by the Vitreo Retinal Society of India (VRSI), the initiative highlights the need to look beyond blood sugar levels and focus on the wider impact of diabetes on eye health.
India currently has over 100 million² people living with diabetes, with Diabetic Retinopathy affecting approximately 12.5% and vision-threatening cases impacting about 4% of this population³. Despite these numbers, awareness about the condition remains low.
Kirti Ganorkar, Managing Director, Sun Pharma said, “Diabetic Retinopathy is one of the serious complications faced by people living with diabetes, yet awareness about this condition remains alarmingly low. As a leader in diabetes care, we believe it is our responsibility to raise awareness about this disease. Through the #SeeBeyondSugar campaign, our objective is to reframe the conversation by reminding patients and caregivers that diabetes management extends beyond blood sugar control and to promote early detection that can help save vision and transform lives”.
The multi-channel campaign will run across digital platforms, social media, OTT, CTV, as well as on-ground activations and screening camps. A digital film released in nine languages underscores the importance of early detection in preventing irreversible vision loss.
Prof. Vishali Gupta, President, Vitreo Retinal Society of India said, “Diabetic Retinopathy is one of the most common but often overlooked complications of diabetes. As per clinical guidelines, every person with diabetes should undergo an eye examination once a year to screen for this condition, yet awareness about it remains very low. There is an urgent need to educate patients about this disease, and we are happy to support Sun Pharma in this noble cause to raise awareness and encourage early detection”.
As part of the initiative, Sun Pharma will conduct around 300 screening camps across hospitals and clinics in 28 cities, using an AI-powered Fundus on Phone device for quick, non-invasive diagnosis without dilating the eye.
The campaign has been conceptualised by Ogilvy & Mather, Mumbai. Commenting on the creative direction, Anurag Agnihotri, Chief Creative Officer, Ogilvy India (West) said, “With this film, we wanted to show the human side of diabetes and how it touches lives beyond medicine. Through the story of a visually challenged daughter and her mother, we’ve captured quiet strength and love. It’s a reminder that a yearly eye check-up can save more than vision and protect the moments that make life meaningful and help them #SeeBeyondSugar.”
