Brand news

Specsy is the new sexy, says Lenskart.com

22 Feb 2017

In its new campaign  conceptualised by Taproot Dentsu, the eyewear company has tried to portray  glasses as a cool fashion accessory, lending an edge and a signature style to  wearers


To everyone who has grown  up hearing words like ‘double battery’ and ‘four eyes’, here is a new phrase  without the childhood trauma attached to it. Lenskart.com has come out with a  new campaign that intends to make wearing glasses seem sexy.


Conceptualised by Taproot  Dentsu, the campaign ‘Specsy is the new sexy’ consists of two ad films. The  first film shows a woman at an upmarket club where she is approached by a man  who compliments her on her earrings. To ward off the unwanted attention she  tells him that the earrings are a gift from her boyfriend. This is when another  man, wearing glasses, enters the club. He too compliments the woman on her  earrings. This time she tells him that the earrings are a gift from her brother  to the complete astonishment of the first guy.


The second film starts  with a man approaching a parked limo where his boss is waiting with some plans.  After seeing the plans, the man suggests that it should be discussed with the  whole team. The boss is clearly not satisfied with this opinion and thinks he  is lazy. This is when another employee in glasses enters the car. He, too,  after seeing the plan, suggests that the team should be consulted but this time  around the boss looks mighty pleased with the suggestion. Both films end with  the message, ‘Specsy is the new sexy’.


Speaking about the idea  behind the campaign, Peyush Bansal, CEO, Lenskart, said, “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.”


Commenting on the  campaign, Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu  said, “Traditionally, wearing specs has been a bit of a handicap. Chashmish,  four-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.’


The TVC:


[youtube]https://www.youtube.com/watch?v=woBK9aZddjA[/youtube]


[youtube]https://www.youtube.com/watch?v=pzmze0yClHw[/youtube]


Credits:


Client: Lenskart.com


Agency: Taproot Dentsu  India


Chief Creative Officer:  Agnello Dias


Executive Creative  Director: Pallavi Chakravarti


Sr Vice-President,  Planning: Anand Murthy


General Manager: Ayesha  Ghosh


Account Director: Radhika  Sabherwal


Production House: Jamic  Films


Director: Nikhil Rao


Producer: Akshay Uchil


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