Titan Eye+ has launched a campaign titled ‘Acha Hua’ (good it happened), to highlight the saying of ‘whatever happens, happens for good’. Conceptualised by Ogilvy, the films showcase how getting rid of bad spectacles can be a blessing in disguise.
The films begin with the protagonists either searching for, or ruining their old spectacles. However, towards the end of the film, the voice-over suggests that ruining their spectacles was the best thing to have happened, since it gave them an opportunity to try Titan Eye+’s eye care range.
Maneesh Krishnamurthy, marketing head, eye care division, Titan Company, said, “Titan Eye+ is seen as the category expert but Indian consumers often also seek tangible value for money. With this campaign we are showcasing the exceptional value that Titan Eye+ brings through five shorties showcasing our innovation in lenses and value for money services and product. In a category bereft of occasion shopping, we have introduced one with a humorous twist. We’d love to be top of mind every time a spectacle is broken because it gives you an opportunity to switch to Titan Eye+.”
Puneet Kapoor, chief creative officer, Ogilvy South, said, “The idea came from the thought that if you haven’t got your eye prescription from an able expert, chances are you are toting glasses that might not be suited best for your eyes. Hence the breakage or loss of spectacles is an opportunity to get the right prescription and solution from an expert brand that cares about your eye health. This was the genesis of the spectacles breaking campaign with the idea-line ‘Accha hi to hua’. The humour that came from the many entertaining ways in which people lose or break their glasses in ingenious ways.”
Of the campaign comprising five films, three have been rolled out.