Lenskart plays on human error, underlines precision

Online eyewear store Lenskart has launched a new campaign that underlines its use of robotic technology in manufacturing lenses. The film has been conceptualised by Enormous.

 

The brand drives home the message with this film that it is the only maker of lenses using robotic technology in India, leaving no room for human error. Three situations are highlighted in the spot, where human error results in an inappropriate pair of glasses getting made. One situation shows one of the frames not being of the right size. A man checking them notices this, but lets it pass. In another, the wrong power is chosen for a lens, and again let through despite a quality check. The last instance is of a vendor sneezing on the pair of new glasses, wiping it with his shirt nonchalantly and putting into the case, ready to deliver. The key message is then spelt out.

 

Peyush Bansal, founder and CEO, Lenskart, said, “Lenskart is focused on revolutionising the eyewear industry in India by providing high quality, fashionable and affordable eyewear. By bringing in latest tech innovations like three decimal testing using the robotics technology, we envision to enhance consumer experience without compromising on quality. As a category, eyewear needs constant improvement in terms of quality and awareness, which is what we’re trying to do with the new TVC. Eyewear is an extremely complex category mainly due to lack of affordability, accessibility and knowledge on eye care hence there is a dire need to make the category sustainable to address the issues on eye care deficit in India, which this technology enables us to do.”

 

The film went on air on 23 December. 

 

Credits

 

Client: Lenskart

Agency: Enormous

Founder: Ashish Khazanchi