Lenskart.com, has rolled out a new advertising campaignt through which it's looking to push spectacles as the new 'sexy'. The campaign has been conceptualised by Taproot Dentsu and consists of two films.
One film opens in a club. A lady is by herself at the bar. A man approaches her and tries breaking the ice by complimenting her earrings. The lady seems disinterested and tells him that her boyfriend gifted them on Valentine's Day. Another man, wearing spectacles then approaches her with the same line. He has different results, as the girl informs him that her brother had gifted them on Raksha Bandhan. The voice over says 'Sexy is the new Specsy' and the film ends with the duo talking to each other.
The second film follows the same pattern. This time it's two men trying to impress their boss in a limousine. The duo say the same things, but the man wearing spectacles wins over.
Peyush Bansal, CEO, Lenskart, said, “We wanted to expand the reach and appeal of our products to a larger audience. Gone are the days when spectacles were seen as an unwanted style killer. Today they have emerged as a cool fashion accessory, lending an edge and a signature style to wearers. We wanted to broadcast this idea to the whole world. We at Lenskart, love spectacles and do everything we can to make consumers, who need them, love wearing and buying them. We hope people who need spectacles will no longer feel shy of wearing them. Our brand essence is addictive playfulness and we wanted to bring it alive for our consumers”.
Pallavi Chakravarti, ECD, Taproot Dentsu, said ‘Traditionally, wearing specs has been a bit of a handicap. Chashmish, 4-Eyes, Double Battery and other such nicknames have been given to people with specs and clearly not to flatter them. Today, the tables have turned and as India’s best-known eyewear e-tailer, Lenskart’s new campaign demonstrates why being specsy is actually an advantage, in the brand’s trademark tongue-in-cheek style.’