Virat Kohli Promotes Essilor’s Eyezen and Varilux Lenses in New Campaign
Virat Kohli stars in Essilor’s new campaign, highlighting Eyezen and Varilux lenses, aiming to promote superior vision correction solutions and raise awareness about healthy vision
Sumit Rawat
Essilor has unveiled a new campaign featuring global sports icon Virat Kohli, aimed at strengthening the brand’s positioning and connecting with the audience through its superior vision correction products.
The first phase of the campaign spotlights Eyezen lenses. The campaign film portrays various scenarios of people using digital devices for extended periods, experiencing eye strain and fatigue. Kohli, an Eyezen wearer himself, explains the benefits of these lenses, emphasizing their ability to reduce digital eye strain.
The second leg of the campaign focuses on Varilux, Essilor’s progressive lenses designed to address presbyopia. In this film, Kohli is seen conversing with his former coach at a restaurant. Observing his coach’s struggle with non-progressive lenses while viewing a digital device, Kohli suggests trying Varilux lenses for improved vision. The film highlights the AI technology and scientific approach behind Varilux Progressive Lenses in correcting presbyopia.
Narasimhan Narayanan, President of EssilorLuxottica South Asia, expressed excitement about the continued partnership with Kohli, stating, “Kohli’s appeal and pursuit of excellence align with our mission to raise awareness about clear and healthy vision at all ages. We are thrilled to introduce our advanced technologies and superior products such as Eyezen and Varilux.”
Virat Kohli also shared his enthusiasm, saying, “I’m an Eyezen wearer myself and loving the immense relaxation and protection these lenses provide. Essilor is revolutionizing vision care globally, and I’m excited to share their innovative products.”
The campaign, created by Network Advertising Pvt Ltd., aims for a genuine portrayal, given Kohli’s real-life use of the brand. Shayondeep Pal, Chief Creative Officer at Network, noted the challenge of writing a script that felt authentic, highlighting the pleasure of working with a legend like Virat.
The integrated marketing campaign will be released across TV, social, and digital channels nationwide.
