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Thursday, December 9, 2021

Lenskart launches ‘Nazar Ghati Durghatna Ghati’ campaign

This cricket season, Lenskart has launched its Nazar Ghati Durghatna Ghati campaign. The ad campaign is a three-film series that shows some goof-ups or “durghatnas” that happen during cricket matches due to poor vision or “nazar ghatna”. Furthermore, it portrays Lenskart’s new feature of virtual augmented reality.

The campaign takes eccentric routes and uses laughable yet sharp-witted cases to showcase its new feature of virtual augmented reality. The treatment of the ad films is done in a manner that makes it look super real like it is a part of an actual cricketing event, while keeping it contextual to the game at the same time.

Ramneek Khurana, co-founder, Lenskart, said, “We are excited to receive overwhelming response for Nazar Ghati Durghatna Ghati 2.0 showcasing Lenskart’s new feature of augmented reality.”

Anupam Tripathi, media head, Lenskart, said, “The idea was in-bred last season with the Nazar Ghati, Durghatna Ghati campaign launched in IPL 2020. It was a first-off in the industry which turned out to be a trendsetter. A strategic partnership with Star Sports on IPL gave us the expected exposure and we have seen impact not only in metros but also in Tier 2 markets in terms of both conversation and brand engagement.”

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