Created Market Buzz and Buyer Pull for Vishnu Opticals’ Smart Eyewear Innovation

May 29, 2026

Big Brand Challenge

In a market where eyewear is no longer just a vision correction product but a style statement, Vishnu Opticals identified a clear opportunity. The eyewear category was being led by brands that had successfully made frames more youthful, fashionable, and expressive. Among them, Lenskart Hustlr Switch had created a strong recall for stylish clip-on eyewear, with product listings around ₹2,500.

But the real challenge was: Could Vishnu Opticals introduce its own manufactured product and make it stand tall against an already visible competitor? That is where Hummar came in.

A newly launched in-house product by Vishnu Opticals, Hummar offered customers a stylish frame with a clip-on sunglass attachment, available in seven colours, at a price point of just ₹900. The product had the right mix of utility, fashion, and affordability.

The challenge for Trizone was not just to launch Hummar.

It was to create curiosity, establish credibility, position it as a strong Vishnu Opticals product, and turn a price-sensitive customer market into an excited buyer base.

Pivotal Groundwork

The Background

Vishnu Opticals wanted to launch Hummar as its own manufactured eyewear product, built for people who wanted more from their glasses without paying more for them.

The product had a clear functional advantage. It came with an original frame and a clip-on sunglass attachment, allowing users to shift from regular eyewear to sunglass mode with ease.

This made it especially relevant for daily commuters, students, young professionals, two-wheeler riders, outdoor workers, and style-conscious users who wanted practicality with personality.

The pricing became the campaign’s strongest entry point. While comparable products like Lenskart Hustlr Switch were positioned around ₹2,500, Hummar was introduced at ₹900, making the value proposition sharp and instantly understandable.

So the campaign thought was built around a simple truth:

Style should feel premium, but it should not have to be priced like one.

The Study

Before building the campaign, we studied the eyewear category from three important lenses – market growth, customer behaviour, and competitor positioning.

India’s eyewear market was valued at approximately USD 6.6 billion in 2024 and is projected to grow at a CAGR of around 11.93% between 2024 and 2033, indicating a strong and expanding category.

The growth also reflected a larger behavioural shift. Eyewear was no longer being seen only as a medical or optical necessity. It was becoming a lifestyle product, driven by fashion, increased screen usage, urbanisation, and changing consumer preferences. A market analysis on eyewear trends in India notes that urban youth are increasingly experimenting with bolder colours, oversized frames, and eyewear as a form of personal expression.

This insight was crucial for Hummar. The product was not entering a dull utility category. It was entering a space where customers were actively looking for frames that matched their mood, outfit, personality, and daily routine.

At the same time, Vishnu Opticals had a strong price advantage. With Hummar available at ₹900 and positioned against a visibly higher-priced competitor, the campaign could appeal to both aspiration and affordability.

The study helped us define the opportunity:
A stylish, youthful, multi-colour, clip-on eyewear product at a price that made the purchase decision easier.

The Trends

Eyewear trends were moving in Hummar’s favour. Customers were looking for frames that did more than sit on the face. They wanted frames that felt lightweight, looked stylish, came in multiple colours, and could suit different everyday situations. The rise of coloured frames, functional eyewear, and sun-clip attachments gave Hummar a timely relevance.

Fashion-led eyewear had also become more acceptable across age groups. Young audiences were choosing frames as an extension of their personality, while older customers were warming up to practical features like clip-ons, UV protection, lightweight design, and everyday comfort.

The trend was clear: Customers wanted eyewear that was smart, stylish, functional, and affordable.

Hummar brought all of this together through:

Multiple colour options
A youthful frame design
A clip-on sunglass attachment
Lightweight usability
A quality finish
An accessible ₹900 price point
And the trust of Vishnu Opticals

Stellar Strategy

We knew that a direct product launch would not create enough excitement. Hummar needed curiosity. So our approach began with a teaser phase.

The idea was to first create intrigue around a new eyewear product that was coming soon from Vishnu Opticals. Instead of revealing everything at once, the teaser campaign was conceptualised to spark speculation, conversations, and interest.

Once the curiosity was built, the rollout campaign revealed the product, its features, its price point, and its competitive advantage.

The communication journey was designed to move the audience through three stages:
Curiosity (Something exciting is coming from Vishnu Opticals.)
Discovery (A stylish new eyewear product with clip-on sunglasses and seven colour options.)
Conversion (Hummar at ₹900 – a smarter, more affordable alternative for everyday style.)

This allowed the campaign to convert initial excitement into a ‘wow’ moment at launch.

Groundbreaking Execution

The Hummar campaign was executed as a 360-degree launch campaign across digital, social, outdoor, print, influencer, and performance-led channels.

Every platform had a defined role, some built curiosity, some built credibility, and some directly pushed sales.

Social Media Campaign

Social media became the first touchpoint for the teaser and rollout campaign.
The teaser creatives were designed to create intrigue around a new product from Vishnu Opticals. Once the launch phase began, the communication shifted toward product benefits, colour availability, clip-on functionality, and the ₹900 price point. The content was kept youthful, visually engaging, and conversion-friendly.

City Page Promotions

City-focused pages were used to amplify local visibility and build conversations within the target geography. Since Vishnu Opticals had strong local relevance, city page promotions helped the campaign reach audiences who were more likely to visit the store and purchase.

Influencer Collaborations

Influencer collaborations played a key role in making Hummar feel relatable and trend-worthy.

Influencers were used both during the teaser phase and the final launch phase. Their content helped demonstrate the product in a more natural, lifestyle-led manner, showing how Hummar could move from everyday eyewear to sunglass mode with a simple switch.

Outdoor Advertising

OOH placements across the city gave Hummar mass visibility.The outdoor communication focused on high-impact product visuals, the price point, and the clip-on feature. The objective was simple: make people notice the product, remember the price, and walk into Vishnu Opticals to check it out.

Print Advertising

Print ads in The Times of India gave the campaign credibility and reach among a broader audience. While digital helped us target younger and active audiences, print helped build trust among families, professionals, and traditional customers.

SEO Blogs and Off-Page Execution

SEO blogs and off-page activities were planned to support digital discoverability.

The content helped capture search interest around eyewear, affordable frames, clip-on sunglasses, stylish eyeglasses, and Vishnu Opticals’ offering. This strengthened the campaign’s long-term online visibility beyond the immediate launch burst.

Paid Promotion and Boosting

Paid campaigns and social media boosting helped scale reach and drive conversions.

The campaign was boosted strategically to reach price-sensitive buyers, youth audiences, style-conscious customers, and local store-ready audiences.

Key Takeaways / Learnings

The Hummar campaign proved that a strong product truth, when supported by the right strategy and execution, can create quick market movement even in a competitive category.

The biggest learning was that affordability does not have to be communicated as compromise. When presented with style, confidence, and clarity, affordability can become an aspiration.

Hummar worked because it solved a real customer need. It gave people a stylish frame, a clip-on sunglass attachment, multiple colour options, and the trust of Vishnu Opticals, all at a price that made the product easy to consider and easier to buy.

The campaign resulted in quick product sales and strong customer response. Within three months, Vishnu Opticals witnessed an overall sales increase of nearly 20%, making Hummar a successful launch for the brand.

The impact can be summarised through four key outcomes:

Stronger product recall for Hummar
Higher customer curiosity and store enquiries
Faster product movement due to the ₹900 price advantage
Nearly 20% overall sales growth within three months

Clients Speak

With Hummar, we wanted to offer a product that looked stylish, felt comfortable, and came with practical features without making customers think twice about the price. Team Trizone helped us present Hummar in the right way. The response we received was extremely encouraging. Customers appreciated everything, and most importantly, the campaign helped us drive quick sales. – CMO, Vishnu Opticals