Essilor, a global leader in prescription lenses, has unveiled its new campaign featuring Indian cricket star Virat Kohli.
The campaign aims to highlight the unique benefits of Essilor’s Eyezen and Varilux lenses.
The first phase of the campaign focuses on Eyezen, designed for individuals with extensive digital device usage.
The campaign film portrays scenarios where people experience eye strain from prolonged screen exposure. Kohli, an Eyezen user himself, discusses the lenses’ benefits, including reducing visual fatigue and filtering blue-violet light.
The second part of the campaign promotes Varilux, which addresses vision problems related to presbyopia. The film features Kohli advising his coach, who struggles with non-progressive lenses while using a digital device. Kohli suggests Varilux lenses to alleviate these issues and improve vision. The film also emphasises the AI technology and scientific approach behind Varilux.
Narasimhan Narayanan, President of EssilorLuxottica South Asia, said, “At Essilor, we are thrilled to continue our partnership with global sports icon – Virat Kohli – and unveil a new and exciting chapter for our consumers.
Kohli’s phenomenal appeal and pursuit of excellence are aligned with our mission to raise awareness about clear and healthy vision at all ages whilst discovering our advanced technologies and superior products such as Eyezen and Varilux.”
Kohli commented, “I’m an Eyezen wearer myself and loving the immense relaxation and protection that these lenses provide. Essilor is a leader in revolutionising vision care globally and I’m excited to share about their innovative products and how each lens is tailor made to address individual vision care needs.”
Shayondeep Pal, Chief Creative Officer at Network Advertising Pvt Ltd, the agency behind the campaign, noted, “It was an absolute pleasure to work with a legend like Virat. Writing a script that felt 100% genuine was a challenge, but it was rewarding to work with someone who truly uses the brand he endorses.”
The integrated marketing campaign will be rolled out across TV, social, and digital channels nationwide. Eyezen lenses are designed to relax eyes for those in a connected world, while Varilux lenses offer sharp vision at all distances with seamless transitions, and are the No 1 brand recommended by eyecare professionals globally.
