orning Inc�s opthalmic division is advertising after a hiatus of 10 years and it has a reason to do so. Photochromic lenses were introduced in India about 30 years ago but were restricted to glass lenses. Now it is used extensively in plastic lenses. But, while the category is patronised by consumers in the 30-45-year group, it has failed to excite youngsters. In short, there is no mass appeal.

The company has taken up the task of bringing some excitement into the category. And what better way than a humorous TVC to drive home the benefits of its product. ... more