ABOUT

Carl Zeiss is a celebrated German Brand and a global leader in optics. Carl Zeiss lenses were used in advanced optical instruments and even mounted on cameras and telescopes, but largely unknown in India. The objective of the India launch of Carl Zeiss Spectacle lenses was to do a strong brand positioning.

While the competition was focusing on better vision and had reached a dead end in terms of advertising, we brought in fresh thinking and positioning where we made Carl Zeiss lenses as aspiration in Phase I of our strategy. This was done through print and TV commercials.

From being a routine activity of just choosing a pair of spectacles, we now made it an object of desire and something that would speak of class.