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.’
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