By Our Staff
Titan Eye+ has launched a new integrated campaign with its brand ambassador Ayushmann Khurrana. The ‘Expert Who Cares’ campaign, created by Ogilvy, focuses on the consumer’s approach to buying eyewear and aims to make them aware of the important aspects of the process.
Commenting on the new campaign, Maneesh Krishnamurthy, Marketing Head EyeCare Division, Titan Company Ltd. said: “Today, consumers restrict their questions to style and price while purchasing eyewear and our new campaign is born out of the desire to change this very perspective. We had very serious questions to ask, what better way than to ask it disarmingly with a child’s innocence. The brand promise of Titan Eye+ is Expertise & Empathy and through the ‘Experts Who Cares’ campaign we take that conversation forward. Titan Eye+ insists that only qualified optometrists test eyes through our unique 20-step eye test as well as recommend the correct eye care for each consumer’s needs.”
Added Puneet Kapoor, CCO, Ogilvy Bengaluru: “With this campaign, Titan Eye+ champions a behavioral insight in the category which is an eye-opener for most seasoned spectacle wearers. The entire category is so heavily dominated, only by the style conversation, that the conversation around accurate vision correction is diluted. While style is important, and we have frames that have won enough design awards, the conversation around accurate testing and accurate prescription needs to be rescued from the blind spot it sits in right now. That’s where this campaign scores and gets the right balance in the conversation we need to have.”
