Lenskart Middle East has unveiled a pilot campaign for its Glint range of eyewear, leveraging generative AI, marking a significant step in the brand’s digital transformation strategy.
Developed in collaboration with Xawiya Studios, a GenAI creative production studio in the MENA region, the project explored the intersection of hyper-realism and style, showcasing how AI can reimagine product storytelling for the region’s eyewear market.
The campaign utilised advanced GenAI workflows to create immersive, high-fidelity visual assets across multiple touchpoints, from social to in-store. The pilot focused on situating Lenskart’s Glint sunglasses and eyeglasses within highly stylised, fashion-forward environments.
The campaign was rolled out across social media, out-of-home billboards, in-store displays and print media across the GCC, and will run for a period of two months.
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Peyush Bansal, Co-founder and CEO, Lenskart, stated: “At Lenskart, innovation has always been about doing things better, at scale. Exploring GenAI for our creative work was a natural step. What made this pilot work was the Middle East marketing team that approached it with curiosity, care, and a strong sense of ownership. I am proud of how the team led this initiative and pushed it forward with clarity and intent.”
Bansal added, “Partnering with Xawiya Studios helped bring this idea to life in a way that feels modern and true to our brand. This is an early step, and we will continue learning how to blend technology with human creativity as we build deeper connections across the Middle East. Grateful to the teams who made this possible.”
The Glint collection introduced luxurious eyewear crafted for the festive season. Featuring jewel embellished temples that shimmer subtly, each frame is designed to complement celebrations and special occasions with elegance and confidence.
The collection also captured the attention of renowned influencers such as Youmna Khoury, Yara Al Namlah, and Hala Owais. Strong early demand saw several frames sell out within the first week.
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Bilawal Sheikh, Co-founder and CEO, Xawiya Studios, said, “With Lenskart, our mandate wasn’t just to ‘use AI,’ but to prove that Generative AI can maintain brand fidelity while unlocking a level of human creative velocity we haven’t seen before. This project demonstrates that the future of advertising isn’t just about efficiency, it’s about expanding the canvas of what’s possible. The craft, the detailing and the results are far beyond what has been seen in AI-generated campaigns before. This was achieved through a team of talented people whose eye for detail and creative flavour mattered most.”
The campaign executions involved custom-made model training on the entire Glint range to ensure product accuracy while placing them in aspiring scenarios.
Commenting on the artistic process, S Akheel Hassan Bilgrami, Co-founder & Chief of Creative, Xawiya Studios, said, “The challenge with eyewear is always the reflection, the texture and the fit. With this sparkling range, we had the added mission of ensuring that the crystals came out just right in every shot. This required a move beyond standard model training and prompting. We utilised a custom stack and workflow that allowed us to control lighting and composition with granular precision. Most importantly, our team’s creative approach at every step was to design a dream-like, hyper-stylised world, ensuring beauty in every frame.”
For Lenskart, the move into GenAI aligns with their tech-first DNA and their focus on engaging the digitally native Middle Eastern consumer. The campaign is currently live across Lenskart Middle East’s digital and social platforms as well as brand showrooms.
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