Mumbai, 15th December 2025: Sun Pharma, one of India’s leading pharmaceutical companies with over four decades of experience in diabetes care, joined hands with MOMS Outdoor to execute a high-impact public awareness activation at one of Mumbai’s most frequented junctions. As part of its ongoing commitment to a holistic approach to diabetes management, Sun Pharma through its #SeeBeyondSugar initiative aims to equip patients and caregivers with the knowledge and motivation needed to protect their vision and overall quality of life.
The collaborative activation focused on Diabetic Retinopathy (DR), a diabetes-related eye condition that often advances silently until severe damage occurs. To bring this critical message to life, MOMS Outdoor installed a specially designed prism board that offered visitors an immersive glimpse into how DR impacts vision, making the condition feel real and urgent. The installation drew strong public engagement throughout the day, with numerous people stopping to observe, interact, and learn from the volunteers present. Many even shared personal or family experiences with diabetes, leading to meaningful conversations around how eye health is often overlooked in diabetes management. Informational leaflets were also distributed to further educate citizens on the risks diabetes poses to vision and how annual eye exams can enable early detection and timely care.
Pulak Sarmah, Head, Corporate Brand Marketing, Sun Pharma, commented, “India is home to over 100Mn diabetics. Despite of high awareness around diabetes and sugar control, our research showed that many did not know that it could affect their eyes too, a condition called Diabetic Retinopathy. This insight led Sun Pharma to create this beautiful, heart-touching campaign #SeeBeyondSugar to raise awareness about Diabetic Retinopathy urging people to screen their eyes annually. The high impact outdoor activation executed by MOMS brought alive the concept beautifully giving people a chance to see what it means like living with diabetic retinopathy.”
Speaking about the initiative, Deepa Gupta, Vice President, West & South, MOMS Outdoor said: “At MOMS Outdoor, we believe in using creativity and innovation to spark real impact. This activation is a perfect example of how a simple visual experience can open people’s eyes, literally and emotionally, to the hidden dangers of diabetes retinopathy. Our goal was to help people ‘See Beyond Sugar,’ and the overwhelming response shows just how important and necessary this conversation is.”
MOMS is a part of Madison World, India’s largest homegrown communication agency established in 1988. Madison World operates several specialized brands in the OOH space including Platinum Outdoor, activation specialist Madison TURNT, rural specialist Anugrah Madison, and retail specialist MRP. Madison World, through its 11 units, served over 500 advertisers last year. MOMS handles blue chip clients like Asian Paints, Raymond, Pidilite, Maruti Suzuki, Mcdonalds, Bajaj, Caltex, Pepsico, ITC and several others.
