Lenskart launches new campaign that captures the spirit of cricket

In its latest series of ads, Lenskart.com plays on the word ‘Ghati’ to represent its dual meanings

e4m by exchange4media Staff
Updated: Oct 6, 2020 10:46 AM

Picking on the pulse of cricket lovers and enthusiasts, this IPL season, Lenskart.com has captured some exceptional Cricketing moments to introduce its new campaign ‘Nazar Ghati, Durghatna Ghati’. The campaign makes for entertaining viewing coupled with a message, combining the spirit of cricket with the significance of clarity of vision to succeed in every goal, whether on a Cricket pitch or otherwise.

Injecting this novel approach to the Cricket fever gripping the country, it has spun a pun on the popular idiom ‘Nazar Hati, Durghatna Ghati’, to come up with a pop culture-inspired meme fuelled campaign. As they say, necessity is the mother of invention, and rightly so. Case in point, Lenskart.com’s novel approach in advertising, to keep things easy going in every facet of life, in these tough times of Corona. As Covid-19 shows no signs of abating, shoots for any visual content are truly a challenge. Innovating in such times, the Eyewear leader, Lenskart.com, pulls off a first, featuring licensed real cricket footage, courtesy BCCI, to showcase the campaign concept. In its latest series of ads, Lenskart.com plays on the word ‘Ghati’ to represent its dual meanings –(1) To decrease and (2) Event, to portray the concept of-Hampered vision leads to mishaps.

These videos have already garnered million organic views and more than 20,000 shares on Instagram. The campaign, ‘NazarGhati, DurghatnaGhati’, also addresses the major issue of loss/diminished vision can lead to many mishaps in real-life. Missing a crucial catch or mixing up at the stumps can be construed as parallel circumstantial comparisons with real-life situations, emphasizing the need for preventing disasters or mistakes by having clarity of purpose with the right vision.

Commenting on the new TVC and product offering, Hitesh Malhotra, Chief Marketing Officer, Lenskart.com said, "We have always connected with our fans through Authentic, credible communication but keeping it light & 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 & patrons and our passion for Innovation in Vision stands vindicated. "

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