Lenskart has rolled out a campaign titled 'nazar ghati, durghatna ghati' running during the IPL which consists of licensed footage from the BCCI of matches from the tournament.
For its 'Blu' range of computer glasses which are meant for 'strain-free binge hours', the three films show a moment each where fielders have been distracted leading to bloopers on the cricket field. The films are based on the hindi idiom, 'nazar hati, durghatna ghati' (if you're careless, you could cause an accident).
According to a release from Lenskart, ghati has a dual meaning for this campaign. The first reference to it is 'to decrease' and secondly it looks to portray the concept of hampered vision leading to mishaps.
Hitesh Malhotra, chief marketing officer, Lenskart.com, said, "We have always connected with our fans through Authentic, credible communication but keeping it light and fun. For our fans watching IPL, who we absolutely want to indulge themselves and enjoy the game in spite of the extended hours of Viewing, the campaign will serve us a quirky reminder to team up with Blu, that shall make for Safer, easy going viewing. The campaign has received an overwhelming response from our fans and patrons and our passion for innovation in vision stands vindicated."
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