V-Guard Industries has launched a powerful Durga Puja campaign titled The Third Eye, focusing on women’s safety, dignity, and respect. The film delivers the message: “Reflect. Respect. Protect.”, urging society to take collective responsibility for creating safer spaces for women.
The narrative introduces a fictional product, V-Guard 3i Eyewear-intelligent glasses that detect harassment and alert authorities. In the film, a young woman walks through a street wearing these glasses, which flag anti-social elements in real time. The reveal comes at the end: the glasses aren’t real. Instead, they serve as a metaphor, reminding viewers that true safety relies on society’s vigilance and proactive action.
Tying into the spirit of Durga Puja, which honours the Goddess as a symbol of strength and protection, the campaign encourages people to extend that reverence to women in daily life.
Nandagopal Nair, VP – Brand & Communication, V-Guard, said:
“Durga Puja is a timeless reminder that light conquers darkness, and good triumphs over evil. But the truest tribute to the Goddess lies not in rituals alone, but in how we honour and protect the women around us every single day. The Third Eye is not a product-it is a symbolic mirror to society, asking if our homes, streets, and workplaces truly reflect the safety, dignity, and respect women deserve.”
Anil Ralph Thomas, Director & Chief Creative Officer, Ralph&Das, added:
“What if there were actual glasses that could detect perps and make streets safer? Alas, not yet. This film aims to be an eye-opener, reminding us that women’s safety is a collective responsibility.”
Kaustav Das, Director & CEO, Ralph&Das, said:
“The idea was to nudge society to identify, name, and shame culprits. While such technology may not exist today, perhaps tomorrow it might. Until then, it’s on all of us to act.”
To expand its reach, V-Guard is partnering with Instagram influencers to carry the message into lifestyle and entertainment spaces.
The campaign ends with a call to action: for every individual to awaken their inner third eye-to stay alert, speak up, and help make public spaces safer for women.
