Titan Eye+ gives five reasons why breaking one's specs can be a great thing in 'Acha Hua' campaign

Titan Eye+ has launched its new ad campaign –‘Acha Hua’- featuring five different films, each of 10 seconds duration.

The ‘Acha Hua’ campaign, conceptualised by Ogilvy, plays on the good old adage of ‘whatever happens, happens for good’ presenting the uncomfortable experience of breaking a spectacle as an opportunity to get the best vision.

The campaign featuring five value proposition stories that include free replacement, stylish frames, UV protection lens for kids, among others, launched on April 7.

The campaign aims to convey that while it is frustrating when your glasses break, it actually is an opportunity to improve and upgrade. Whether it's getting a free replacement, trying out a new style, or getting the best-in-class ClearSight lens for unparalled vision, the campaign emphasises that something good can come out of a seemingly unwanted situation.

Maneesh Krishnamurthy, Marketing Head EyeCare Division, Titan Company, said, “Titan Eye+ is seen as the category expert but Indian consumers often also seek tangible value for money. With this campaign we are showcasing the exceptional value that Titan Eye+ brings through five shorties showcasing our innovation in lenses and value for money services and product. In a category bereft of occasion shopping, we have introduced one with a humourous twist. We'd love to be top of mind everytime a spectacle is broken because it gives you an opportunity to switch to Titan Eye+.”

Puneet Kapoor, Chief Creative Officer, Ogilvy South, said, “The idea came from the thought that if you haven’t got your eye prescription from an able expert, chances are you are toting glasses that might not be suited best for your eyes. Hence the breakage or loss of spectacles is an opportunity to get the right prescription and solution from an expert brand that cares about your eye health. This was the genesis of the spectacles breaking campaign with the idea-line ‘Accha hi to hua’. The humour that came from the many entertaining ways in which people lose or break their glasses in ingenious ways.”

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