Seagram‘s 100 Pipers Glassware Play for a Cause is an initiative that aims to spread awareness about eye donation and the impact it can have to eradicate corneal blindness in the country.

Championing the initiative are renowned celebrities including actors Bhumi Pednekar, Randeep Hooda and Dia Mirza, and cricketer Harmanpreet Kaur, amongst others. The hope is that they’d inspire people to learn more about the cause and support the initiative, Seagram’s said in a press release yesterday.

Official estimates, the media statement added, say there are approximately 1.5 million people suffering from corneal blindness in India, with 40,000 new cases added every year. Sight for these individuals can be restored by corneal transplantation. However, only about 25-30,000 eyes become available through donations every year – which is negligible compared to the need.

The Play for a Cause campaign seeks to make people aware about the problem and inspire them to be part of the solution.

This initiative focuses on making an impact by driving awareness and intent towards this critical cause. Seagram’s 100 Pipers Glassware has also partnered with Mohan Foundation, an NGO active in the organ donation area in India.

Another key advocate for this initiative is India’s rock band, Parikrama. As part of this initiative, Parikrama will also perform magical live events in Hyderabad, Bangalore, Chandigarh, Jaipur, Gurgaon, Kolkata, and other cities where they will play their hits like ‘Translucent Night’.

“Seagram’s 100 Pipers has always inspired people to go beyond material markers of success to make a positive impact on the world. With Play for a Cause we have, over many years, created a platform where consumers can actively participate in creating that impact – be it raising funds for natural disaster relief, helping feed the underprivileged, or through many other relevant causes, commented Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India.

One of the brand ambassadors, Bhumi Pednekar, said, “As the brand ambassador of 100 Pipers Glassware, I am truly grateful for the opportunity to represent a brand that aligns with my values and convictions. I’m dedicated to fostering positive transformation in every way possible. I firmly believe in the importance of contributing to the greater good of our world through my actions. Leading the 100 Pipers Glassware Play for a Cause initiative signifies my endeavour to embrace a future where we strive towards ensuring that we give the gift of sight to every individual suffering from corneal blindness.”