20: 20 by Ray Ban optical frames out for a cause

Company Brief

New Delhi, August 4, 2010

Ray-Ban is launching its new optical frames collection under a unique 20:20 by Ray-Ban program. The program that has just been launched across leading optical stores in the country, aims to promote its stylish line of optical frames. It not only provides an offer to the customer but also involves them in a charitable act of donation. Customers can trade-in their old spectacles and get 20% off on brand new Ray-Ban optical frames. The old spectacles are then donated to the needy people who cannot afford to buy spectacles, by the OneSight foundation which runs vision care charitable programs.

The communication is currently being aired on leading Radio and Print Dailies across India.

The messaging is fun in nature starting with teasers like :

-'Magic Happens when old spectacles meet 20:20'

-'Why does 20:20 leave me feeling very good'

-'Are we all doing the 20:20 together'

-This 20:20 will be a bit different with Ray-Ban.

The company feels that frames are an important fashion accessory today and need not be perceived as boring. This is evident from their styles and designs and hence the communication of fun and colour.

There is a special logo for the program which has '20:20' hinting at the discount of 20% and an optical frame in faded effect signifying Ray-Ban optical frames. 20:20 also stands for perfect vision and therefore the connection with optical frames.

The company hopes this program will ensure customers are aware that Ray-Ban not only makes world class sunglasses but also offers great quality and fashionable optical frames.

For further information, please contact:

Corporate Voice | Weber Shandwick

Gopika Gulati

Mobile: +919716661224

Email: gopika@corvoshandwick.co.in