The renowned entity in prescription lenses globally, Essilor has unveiled a new advertising campaign featuring its brand ambassador and star Indian cricketer, Virat Kohli.
The campaign seeks to reinforce the brand’s positioning and connect the public with Essilor’s outstanding product options that address vision correction demands.
The campaign’s first part highlights Essilor’s Eyezen single vision lenses, which are designed for consumers who spend a lot of time using digital devices. Several examples of people using digital gadgets for extended periods of time and experiencing eye strain and fatigue are shown in the promotional film. As an Eyezen user, Kohli is seen describing the advantages of the lenses, including their ability to filter blue-violet light and lessen visual strain from digital screens—a special combination that protects and soothes the eyes.
The second part of the commercial is around Essilor’s Varilux progressive lenses, which are used to treat presbyopia-related vision issues. In the promotional video, Virat Kohli plays the Varilux evangelist and advocate to his former coach. In the film, the two men are having a conversation in a café when Kohli notices his coach’s obvious difficulties. His instructor is wearing non-progressive glasses and is closely examining a digital gadget. Kohli recommends that in order to prevent these problems, his coach check out Varilux lenses. The ad film emphasises the use of AI technology and a scientific method to treat presbyopia using Varilux Progressive Lenses.
Narasimhan Narayanan, President, EssilorLuxottica South Asia, commented, “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.”
On the campaign, Virat Kohli shared, “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.“
Network India Pvt Ltd. is the creative firm behind Virat Kohli’s new commercial.
Shayondeep Pal, Chief Creative Officer at Network India Pvt Ltd., said, “It’s not every day that you get to work with a celebrity who, in real life, uses a brand he endorses. And that made our lives tougher – to write a script that looked and felt 100% genuine. It was an absolute pleasure to work with a legend like Virat”. The integrated marketing campaign will be released across TV, social and digital channels across the country.”
Eyezen single vision lenses are designed to relax the eyes, allowing users to stay up in a connected world. Varilux progressive lenses are intended for adults over the age of 40, providing crisp vision at all distances with smooth transitions from close-up to distance. Varilux Progressive lenses, invented in 1959 in France, are the most often recommended brand by eyecare experts worldwide.