ZEISS India’s print ad campaign invites readers to explore its “See and be seen more clearly” campaign

The interactive print ad campaign invites consumers to scan the QR code and access a video that demonstrates the features of ZEISS Vision Care Lens conveying “The text isn’t blurry, your lens is,” as an immediate call to “Scan for clarity”

June 30, 2025 – ZEISS, a global leader in optics and optoelectronics, today went live with its first-ever interactive QR code print ad campaign, featured on the front page of The Times of India. This innovative campaign, themed “See and be seen more clearly,” is designed to transform traditional print media into an immersive digital experience, underscoring the critical role of clear vision and the superior performance of ZEISS Vision Care lenses.

The campaign conceptualized and technically created by OWLED and ALTRD respectively addresses a common misconception that blurred vision is solely an eye issue rather than a lens issue. By scanning the QR code embedded in the print ad with their smartphones, readers are directed to a dynamic video. This engaging content demonstrates how “The text isn’t blurry, your lens is. Scan for clarity,” bringing a blurred visual to life with clarity.

This unique, interactive experience enables consumers to explore the features of the newly launched DuraVision GoldUV lens. The 15-second video showcases its advanced properties, including exceptional water repellency, dust-proof capabilities, and superior durability. This provides a comprehensive understanding of the product’s benefits beyond 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.”

Through this campaign, ZEISS India Vision Care addresses some of the most commonly faced challenges of spectacle wearers – from everyday issues like lens scratches and smudges, to blurred vision caused by glare or water/oil residuals, or harmful UV exposure. At the heart of this solution is the ZEISS DuraVision Gold UV coating – a premium, high-performance lens coating that offers exceptional durability and protection which is 3x faster to clean. ZEISS DuraVision Gold UV lenses help users enjoy clearer, more comfortable, and longer-lasting vision in all conditions — whether they’re working, driving, or simply living life on the go.