Cumulus, an integrated communications consultancy headquartered in Gurugram, India, has been declared the “Best Regional PR Agency of the Year in Asia” at the prestigious London International Awards (LIA) 2025India-based Cumulus PR Communication has won a slew of awards consistently over the years for its impactful PR campaigns, beginning with Cannes Lions Gold in 2019. Over the years, campaigns it has worked on have gone on to win in multiple categories at Cannes and beyond – from LIA to CLIO to Spikes Asia and SABRE, among many others. This year, it has been declared Best regional PR Agency in Asia for its powerful and purpose-driven campaign ‘The Undekha Eye Test’ – an impactful campaign, driven by authenticity and rooted in culture in association with the Eyebetes Foundation and Godrej Creative Labs.Leveraging the world’s largest spiritual gathering, the Maha Kumbh mela, the initiative raised mass awareness about Diabetic Retinopathy, one of India’s leading causes of blindness. With over 150 million Indians at risk of vision loss due to diabetes, the initiative turned one of the country’s most sacred spaces into an unexpected yet powerful platform for sight-saving awareness. At the heart of the idea were the revered Naga Sadhus, who transformed into ambassadors of eye health. In a striking creative twist, these ascetics had eye test charts inscribed on their backs, turning every devotee’s gaze into a chance to save sight. Onlookers were then encouraged to undergo a free on-site eye check-up, blending faith, creativity, and purpose into an unforgettable act of public communication.Speaking on the achievement, Sumita Kaul, Founder Partner, Cumulus, said, “Cumulus is thrilled to be recognised as Best Regional PR Agency for Asia 2025 at the London International Awards. This recognition reaffirms our belief that purpose-driven communication has the power to create real, lasting change. The Undekha Eye Test was more than a campaign; it was a call to see what’s often unseen. We are immensely proud to have partnered with visionary collaborators to turn awareness into action on such a powerful scale”.Reena Sharma, CEO, Cumulus, added, “Being named ‘Best Regional PR Agency of the Year – Asia’ by the London International Awards is both an honour and a motivation. It celebrates our team’s relentless creativity, cultural insight, and commitment to impact. This win inspires us to keep crafting and supporting ideas that move people and move society forward.”The London International Awards (LIA), established in 1986, continues to honour the world’s most groundbreaking creative work in advertising, design, digital media, production, and craft. Known for its rigorous, onsite judging by internationally renowned creatives, LIA stands at the forefront of empowering creative expression worldwide, offering brands, agencies, and independent creators a platform to benchmark excellence and push the boundaries of communication.
