The commercial was designed to create awareness about a cause the Indian Public has been turning a blind eye to. Eye donation.

We wanted to remind people that when they die and are in a coffin, there’s nothing to see. So we made a commercial that was completely black throughout. To add to the drama, the background had the ambient sound of a funeral. It was a fresh and engaging way of communicating our message. What better way to talk about eye donation than with a commercial no one could see.

Since the film showed only a black screen throughout, we used the dark ambiance of the cinema halls to help elevate this experience.

On the same day, audiences were exposed to a full page print ad which was all black with only a message, a large 'all black' outdoor hoarding in educational institutions and a website that was designed to celebrate the donor, make the donation process easier and complete with a certificate and social presence.

The “Nothing to See” commercial was screened 8 times. So far, through our website www.GiftAnOrgan.org, 40 people have pledged their eyes. This means that up to 80 people who have otherwise remained blind, will now see.’