CRIC ropes in social media star Bhuvan Bam for new TVC

Conceptualised by Mullen Lowe Lintas, the #HalkaRakhYaar campaign has been rolled out for the launch of Lenkart's AIR range

e4m by exchange4media Staff
Updated: Nov 19, 2019 5:34 PM
Lenskart Bhuvan Bam has unveiled its first TVC with digital superstar and brand ambassador Bhuvan Bam to launch its one-of-a-kind range - AIR. The latest offering from’s portfolio, the AIR range showcases an eclectic, modern and halke phulke rendition of classic eyewear unifying functionality and style. Redefining performance eyewear, roped in Bhuvan Bam as it's brand ambassador earlier this year to bring to life clutter-breaking campaigns and produce exclusive content for the brand. Roping in a prominent influencer face for a TVC campaign, in itself has been a first in the industry thereby disrupting the norms and regular promotional techniques, yet again.

The multi-platform ad campaign spread across TV, Youtube and social media, conveys the message of taking things lightly and not to be weighed down by life's challenges & stresses. Delivered in Lenskart's young and refreshing tone of voice, it is most relevant for today’s times.

Shot to a beautiful background score, the ad shows the protagonist Bhuvan Bam confronting challenges, missteps and faux pas but never once being bogged down by these hiccups as he flaunts a lighthearted attitude. Every time in the film, he finds himself in an unwelcome situation, he blows away his glasses and a new Featherlite pair appears on his face symbolically indicative of him having moved on. The story beautifully brings forth the key product feature of lightweight dress sans the usual marketing rhetoric. is committed to pushing the envelope with its out-of-the-box inventions and AIR features extremely lightweight frames and gracefully sleek designs. The newly launched Lenskart Air range comprises of six distinct lines- Air Classic, Air Flex, AIR Signia, Air Sport, Air Wrap, and Air Silicon. For eyewear fanatics, the AIR range is the perfect solution to the problem of heavy glasses and the discomfort of donning such a pair. With its cutting-edge innovation in form and function, delivered by high-performance materials and revolutionary technology, the range amalgamates exemplary durability, flexibility and corrosion-free material with coolest, trendiest styles.

Commenting on the new TVC and product offering, Peyush Bansal, Founder and CEO, said, “Disruption is the DNA for and consumer obsession remains our sole guiding principle. From our passion to deliver the best-in-class product like Lenskart Air to engaging Bhuvan Bam, a youth icon and the relatable hero for the masses, we stay committed to reaching and delivering only the best to our customers and fans. The new campaign Halka Rakh yaar is born out of key consumer insight- the increasing need to keep things light and easy-going, in every facet of life and the Halke Phulke frames of Lenskart Air are the trustworthy partners in this endeavour. The TVC is an ode to this carefree, spirited approach and with his unique lighthearted attitude, Bhuvan has added a fresh twist to the TVC.

On featuring in the ad, Social Media Influencer and Brand Ambassador,, Bhuvan Bam said, “Eyewear has played an instrumental role in many characters I have curated for BB ki Vines. As an artist, I am excited to partner with as their brand ambassador. The #HalkaRakhYaar campaign is a fun ad on how we must have a carefree attitude in spite of missed connections and it’s a mantra I swear by myself. It is a heartfelt endeavour and I hope the audiences like it as much as I did while shooting it.”

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