Lenskart launches new ad campaign - ‘Specsy is the new Sexy’
Lenskart.com has launched its brand new advertising campaign, ‘Specsy is the new Sexy’, that aims to make eyeglasses a must have accessory for the upwardly mobile Indian. In the new ad campaign conceptualized by Taproot Denstu, Lenskart.com builds on the positives of wearing eyeglasses, positioning them as a cool accessory that helps wearers make the right impression no matter what the situation and demonstrates just how easy it is to buy a pair on Lenskart.com
Speaking on the idea behind the campaign, Peyush Bansal, CEO, Lenskart, commented, “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”.
The first ad is set in a stretch limo featuring two young professionals face to face with their CEO where the specsy professional scores over his peer thanks to his more serious demeanor. The non specsy candidate is flabbergasted until realisation dawns on him - Specsy is the New Sexy.
The second film is set in an upmarket club where a well-dressed woman is approached by a young, friendly looking young man. He tries to break the ice but gets rebuffed. Just then another young man walks in and goes on to do exactly the same thing but with the opposite results – the girl melts. Once again specs steal the show, “Specsy is the new Sexy”.
Pallavi Chakravarti, Executive Creative Director, 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.'