Ad Campaigns
Essilor launches new brand campaign featuring Virat Kohli
Mumbai: Essilor has launched their new campaign featuring the India brand face, Virat Kohli. The campaign aims to strengthen the brand’s positioning and connect the audience with Essilor’s superior product offerings that provide solutions for vision correction needs.
The first phase of the campaign spotlights Eyezen®, the single vision lenses from Essilor®, for people who have prolonged exposure to digital devices. The campaign film depicts multiple scenarios of people using digital devices for long hours and facing eye strain and weariness. Kohli, an Eyezen® wearer himself, is seen explaining the benefits of Eyezen® lenses, how they are designed to reduce visual fatigue from digital screens and filter blue-violet light, a unique combination providing relaxation and protection to the eyes.
The second leg of the campaign is built around Varilux®, the progressive lenses from Essilor®, used to correct vision problems associated with presbyopia. (2) The campaign film showcases Virat Kohli as the evangelist and advocate for Varilux® to his coach from yesteryears. In the film both men are conversing in a restaurant where Kohli observes the noticeable struggles of his coach, who is wearing non-progressive lenses while viewing a digital device at close distance. Kohli suggests that his coach try out Varilux® lenses to avoid such difficulties and have better vision. The film highlights the AI technology and the scientific approach to correct presbyopia through the help of Varilux® Progressive Lenses.
Embed: <Essilor’s New Campaign Youtube video link :Don’t let screen time steal your shine>
EssilorLuxottica South Asia president Narasimhan Narayanan commented, “At Essilor®, we are thrilled to continue our partnership with global sports icon – Virat Kohli – and unveil a new and exciting chapter for our consumers. Kohli’s phenomenal appeal and pursuit of excellence are aligned with our mission to raise awareness about clear and healthy vision at all ages whilst discovering our advanced technologies and superior products such as Eyezen® and Varilux®”.
Speaking about the new campaign, Virat Kohli shared, “I’m an Eyezen® wearer myself and loving the immense relaxation and protection that these lenses provide. Essilor is a leader in revolutionising vision care globally and I’m excited to share about their innovative products and how each lens is tailor made to address individual vision care needs. “
Network India Pvt Ltd. is the creative agency behind the new campaign with Virat Kohli. Network creative officer Shayondeep Pal shared his insight behind the campaign, “It’s not every day that you get to work with a celebrity who, in real life, uses a brand he endorses. And that made our lives tougher – to write a script that looked and felt 100% genuine. It was an absolute pleasure to work with a legend like Virat”. The integrated marketing campaign will be released across TV, social and digital channels across the country.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
