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The Sankara Eye Care Institutions ad campaign appeals to a person's good and generous nature. Instead of focusing on the benefits people will reap themselves by getting their eyes checked, the campaign relies on their inherent desire to look after others. It reads, "When you take care of your eyes, you take care of his [her] eyes)." Essentially, all proceeds at this eye hospital go to those who can't afford it.

Created by Watercrab, an ad agency based in Bangladore, India, the Sankara Eye Care Institutions ad campaign illustrates this sentiment and offer through the use of dual-faced imagery. The charitable concept was art directed by Deepak Pinnanath and Pratheek Unnikrishnan with creative direction by Jeevan Sebastian.