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. 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 a close distance. Kohli suggests that his coach try out Varilux® lenses to avoid such difficulties and have better vision. The film highlights AI technology and the scientific approach to correct presbyopia through the help of Varilux® Progressive Lenses.

Narasimhan Narayanan, President, EssilorLuxottica South Asia, 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 love 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.“

Founded in 2001, Etnia Barcelona is a Spanish eyewear brand that stands out for its unique fusion of art, colour, and tradition. Born out of a rich family heritage in the optical industry, the brand was established by David Pellicer, who sought to break away from the monotonous trends of the time. Pellicer envisioned a brand that celebrated individuality and creativity, leading to the birth of Etnia Barcelona. Over the years, Etnia has become synonymous with exceptional craftsmanship, avant-garde design, and a commitment to sustainability. 

Etnia Barcelona’s DNA is defined by its bold use of colour, artistic inspiration, and dedication to quality. Each collection is a testament to the brand’s philosophy of being “an independent brand, with character.” The eyewear is crafted using natural materials such as cotton and wood, ensuring each piece is not only stylish but also environmentally conscious. Etnia’s designs are influenced by various cultural movements and artists, resulting in frames that are not just accessories but statements of personal expression. The brand’s commitment to sustainability extends to its packaging, which is eco-friendly and biodegradable. 

Collections Available in India 

Optimed Corporation is excited to offer the full range of Etnia Barcelona’s collections, bringing the brand’s iconic designs to eyewear enthusiasts across India. Customers can explore the latest collections, including: 

• Originals Collection: Known for its classic yet contemporary styles, perfect for everyday wear. 

• Vintage Collection: Inspired by retro aesthetics, blending timeless designs with modern flair. 

• Capsule Collections: Limited edition frames that highlight collaborations with artists and cultural icons. 

• Kids Collection: Vibrant and durable frames designed specifically for children, combining fun and functionality. 

With Etnia Barcelona now available at leading opticians throughout India, customers can experience the brand’s unparalleled craftsmanship and artistic vision firsthand.

“At Oakley, we don’t believe in predicting the future; we believe in creating it. We don’t just witness greatness; we inspire and equip it. And the Oakley Exoplanetary Bunker is an experience to honour this obsession and celebrate our future!” shared Caio Amato, Chief Marketing at Oakley.  “Here’s to breaking boundaries, rewriting history, and celebrating innovation and storytelling wrapped in art. Welcome to our Bunker.”

Team Oakley Athletes and Oakley guests alike can reset, recharge, and get excited for the next competition in the spacious auditorium, complete with food, game viewing, and more, with the ambience set by a Live DJ. The bunker also features an athlete exclusive area, and different rooms and experiences, each dedicated to storytelling around Oakley:

The Oakley Muzm 

A walkthrough of Oakley’s history, the Muzm is a captivating showcase of its most iconic products, including those that throughout the years have made a bold statement on the world’s biggest sporting stage. From Over the Top, the radical eyewear worn by sprinter Ato Boldon in 2001, to Xeus and Kato, seen on elite athletes during high-stakes competitive moments, the Muzm tells the story of the relentless innovation and bold design that has made Oakley legendary in eyewear and beyond.

Innovation Area  

Oakley’s cutting-edge designs will be on full display, and a dedicated area will be dedicated to the latest product innovation. Introducing QNTM Kato: the next iteration of Oakley Kato, the ground-breaking frames that revolutionised the face of sports. The eyewear features the instantly recognisable, frameless, mask-like structure as its predecessor, strong enough for the best athletes but also customized for lasting comfort, no matter how intense the performance.

Redefine your vision with the most forgettable eyewear to date, Sphaera, find serenity and focus with Latch Panel, and get an exclusive behind-the-scenes look at the creation of Oakley’s latest breakthrough in surf, the WTR Icon helmet. And discover more of the unique products that grow the Oakleyverse in sports culture.

Lens Cut Bar 

Athletes can transform Oakley’s most forgettable eyewear into a piece that is truly their own at the Lens Cut Bar. The bar features a monumental, five-axis cutting machine made to custom cut and assemble Sphaera eyewear. Athletes can choose from seven exclusive lens shapes, available only at the Oakley Exoplanetary Bunker, each varying in size and design, to create personalized eyewear that fits perfectly and matches their personality.

Shiftwave Experience  

This dedicated recovery experience helps athletes find their inner spark, restore their flow-state, and unlock their victory protocol. Athletes, seated comfortably, will experience adjustable pulse waves of pressure that can be tailored to their needs. Throughout the session, they will be led through a guided meditation boosting regeneration and total readiness through breathwork and strengthening the mind-body connection.

The Future Genesis Room 

The future of Oakley will come to life in a top-secret, “no phones allowed” room which offers a glimpse into the innovative minds at Oakley and a peek behind the curtains at what lies ahead for the brand.

The Oakley Exoplanetary Bunker is open from July 26 to August 11 and is restricted to credentialed guests only. Oakley has run safehouse lounges since 1996 in commemoration of the historic moments and trials of athletes.

The shopping experience is enhanced by a unique surf simulator, reminiscent of ‘80s arcades, allowing customers to engage interactively. Shoppers can try on Maui Jim sunglasses equipped with PolarisedPlus2 lenses and experience the brand’s tropical Hawaiian theme through polarised video screens. This innovative approach blends nostalgia with cutting-edge technology, offering an immersive and engaging retail environment.

The collection features two frames, Spiral 01 and Spiral 02, and a conceptual lighting head. Spiral 01 boasts a geometric design with tentacle-like spikes, reminiscent of the glasses from the insect-themed collection, now prized by fashion collectors and institutions like the Metropolitan Museum of Art and Palais Galliera.

Spiral 02 subtly showcases Mugler’s avant-garde spirit with embossed stripe details from Mugler’s best-selling tights and a chrome logo at the temples.

The collaboration will launch its first collection in Q1 2025, merging Diesel’s bold, fearless style with EssilorLuxottica’s renowned craftsmanship and innovation. Under the guidance of Diesel Creative Director Glenn Martens, the collections will feature daring and irreverent designs, embracing cutting-edge materials and technologies.

Aimed at Gen Z consumers, the eyewear will offer genderless products catering to diverse backgrounds, continuing the successful partnership that began in 2022.

“Since the beginning of our partnership in 2004 we have collaborated profitably to make Marc Jacobs an iconic landmark within the eyewear category, offering unique and highly distinctive models in every collection. During these 20 years, the brand has grown to become one of the most emblematic brands of Safilo’s contemporary and premium offering, with a strong global appeal for both men and women and with still many new opportunities for growth in its core US market as well as worldwide.” declared Angelo Trocchia, CEO of the Safilo Group.

Marc Jacobs International CEO, Eric Marechalle, states: “We look forward to the continued success of our partnership with Safilo. Working together to further the unique Marc Jacobs vision of the eyewear category, through new and exciting global opportunities remains our key objective.”

Unveiled in Rome, the premiere collection features both prescription glasses and sunglasses, meticulously crafted to embody elegance and sophistication. With a careful selection of retailers, Cucinelli’s eyewear line exemplifies exquisite craftsmanship and timeless style, setting a new standard for luxury eyewear enthusiasts worldwide.

The Skechers optical and sunglass collections offer an array of unique, expressive accessories for adults and children in Skechers’ iconic looks and colours. From classic profiles to trending shapes and athletic-inspired designs, Skechers Eyewear features key iconic elements including vivid prints and patterns, bright pops of colour and unique temple treatments. The Skechers Kids collection shines bright with sparkles and rhinestones, along with sporty, playful looks for active adventures.