Lenskart’s new ad campaign, starring CEO and founder Peyush Bansal and director-producer Karan Johar, stays faithful to what the company stands for — affordable eyewear with a flair of luxury.
Both Bansal and Johar look fantastic in the tightly written, humorous ads that have been compared to CRED ads that became massive hits in India in 2021.
The new Lenskart ad indicates a gradual shift in the Indian advertising industry, and the message is clear — simply having celebrities endorse the product isn’t enough. They need to be woven into the narrative to make the ads more convincing. Authenticity is the new metric. So now, when an actor endorses something, they have to play themselves and not a fictional character. Vimal Pan Masala, Dream 11, CRED, and Manyavar have all successfully tried it before.
In today’s influencer era, celebrity endorsements need a personal touch.
Also read: Mira Kapoor’s Schwarzkopf ad campaign is a confused mix of ideas and poor execution
Make it Instagram-worthy
Johar and Bansal’s glasses in Lenkart’s three-part campaign catch your eye immediately. And Johar has been used, as well as directed, to his full potential. His public perception of a snob exuding diva vibes is depicted in the ads in a playful and likeable manner. “Why is my pizza still stuck at customs?” asks a candid Johar, throwing a tantrum and boasting about the fact that he “orders his pizzas from Italy”.
The three ads seamlessly communicate Lenskart’s three USPs: Expensive-looking glasses at cheap prices, delivery within three days, and a one-plus-one policy for premium members. The ads even add a fourth one: Karan Johar wears Lenskart! No chance you get bored.
The chemistry between an annoyed Bansal and a high-headed Johar makes you want to grab the popcorn.
The writing is tight and the production design Instagram-friendly. Anybody doomscrolling on Instagram can’t miss these ads. It seems as if ads that fit the Instagram age are the way forward.
(Edited by Humra Laeeq)