ZEISS India launches 'See and Be Seen More Clearly' print campaign

ZEISS, a company specialising in optics and optoelectronics, went live with its first-ever interactive QR code print ad campaign, featured on the front page of The Times of India. The campaign, themed "See and be seen more clearly", aims to turn print media into a digital experience and highlight the performance of ZEISS Vision Care lenses.

The campaign, created by OWLED and ALTRD, addresses the misconception that blurred vision is only an eye problem, not a lens issue. Scanning the QR code in the print ad takes users to a video that shows how lens quality affects clarity, with the message: "The text isn't blurry, your lens is. Scan for clarity."

This experience enables consumers to explore the features of the newly launched DuraVision GoldUV lens. The 15-second video highlights the product’s water repellency, dust resistance, and durability, offering a clearer view of its features than a static image.

Ritesh Dwivedi, head of marketing, Vision Care, ZEISS India, shared, "Innovation is the driving force behind everything we do at ZEISS, and it's reflected in the unmatched quality of our lenses worldwide. With our latest initiative, we wanted to create an immersive experience that empowers our consumers to interact with our campaign seamlessly. It enables seamless consumer interaction with campaigns and products as we bridge traditional and digital mediums. Through this pioneering approach, ZEISS India aims to redefine consumer engagement in the optics industry, offering an accessible and impactful way for everyone to understand the true value of exceptional lens technology."

The campaign by ZEISS India Vision Care highlights common issues faced by spectacle wearers, such as lens scratches, smudges, glare, water or oil residue, and UV exposure. It promotes ZEISS DuraVision Gold UV coating, which offers durable protection and is easier to clean. The lenses are designed for clearer, long-lasting vision in everyday situations like working or driving.