The Ad
The TVC presents a conversation between a young woman and man in a club, where the man tries to chat the lady up but gets spurned. When another young man, sporting eyeglasses, walks in and approaches the girl with the same dialogue, the girl reciprocates, highlighting the brand’s philosophy of Specsy is the new Sexy.
Target Audience
18-45 year olds, pan-India
Business Objective
To make wearing eyeglasses cool, making people realise it’s a powerful accessory. The objective is to address the business problem that 75% of people who need spectacles don’t wear them because of societal perceptions. It also aims to expand the reach and appeal of the products to a larger audience, thus also increasing consumption.
The Appeal
Functional
Emotional
Sensorial
Humour has been core to Lenskart in all its ad campaigns, and this campaign is no exception. The film showcases its range towards the end — although one might miss registering it, the effort is noteworthy.
Tone of Voice
Cheeky
Competitive Edge
Lenskart is increasingly investing in expanding its stores and services to increase brand recall amongst audiences. Lenskart also plans to release more ad films under the same theme to up visibility.
Verdict
Compare this with the Suzie commercial of 2015 which featured a young lad showing off his ‘girlfriend’ Suzie, only to be mocked by the junta, and on wearing glasses from Lenskart, he realises his companion is actually a dog. Deploying humour once again, Lenskart in its new campaign breaks stereotypes by showcasing how cool and sexy it is to be sporting a smart pair of glasses and how Lenskart helps you find the right pair. However, unlike previous commercials, this one doesn’t go over the top. The humour is mainstream, the cheekiness is kept in check and a chuckle is what you can aim for at the most.
It further demonstrates just how easy it is to buy a pair on Lenskart.com, rather than using a negative situation to showcase how the brand comes to the rescue.
The simplicity in the narrative works. What doesn’t quite fit, however, is this subdued version of its earlier bold, almost preposterous tone of voice. Unless of course, this is an attempt to ‘correct’ the earlier over-the-top humour which may not have worked, in which case this does the job well.
Rating: 7/10
@chandni_mathur