Lenskart’s campaign ‘Gold Kaha Hai?’ has secured the 40th position in IMPACT’s Top 75 Campaigns of 2025, with the eyewear brand tapping into Bollywood nostalgia by reviving the iconic character of Crime Master Gogo from the 1994 cult classic Andaaz Apna Apna. Played once again by Shakti Kapoor, the character makes a comeback—this time reimagined as Crime Master Popo.
The film opens with Kapoor’s unmistakable swagger as he walks into a Lenskart store wearing his signature metallic black-and-red outfit, famously touted in the original film as being resistant to dirt and damage. Staying true to the character’s flamboyance, he announces, “Aankhon ke saamne agar main aa gaya hoon, toh kuchh leke hi jaunga,” demanding gold and setting the stage for a humorous exchange with the store executive.
When told there is no gold in the store, Kapoor fires back in classic style, declaring, “Gold toh poori dukaan mein likha hua hai,” before breaking into a playful riff on “Yeh gold gold kaha hai?” The narrative cleverly pivots to Lenskart Gold, the brand’s membership programme, which becomes the punchline and central proposition of the film.
The humour escalates when Crime Master Popo spots a customer attempting to discreetly pocket his phone. “Kya chhupa raha hai, mere dost?” he asks, only to soften instantly when the customer reveals his Lenskart Gold membership card. Impressed, Kapoor insists on getting one for himself, neatly tying the character-led comedy back to the brand message.
Developed by Lenskart’s in-house creative team, the campaign stood out for its cultural recall, sharp writing, and seamless integration of a legacy pop-culture reference with a contemporary brand offering. For its 2025 rankings, the IMPACT editorial board evaluated hundreds of campaigns across parameters such as narrative clarity, creative execution, originality, production quality, and overall impact.
As the industry looks ahead to 2026, IMPACT continues to spotlight the ideas and creative voices that defined India’s advertising landscape over the past year, with Lenskart’s ‘Gold Kaha Hai?’ emerging as a strong example of nostalgia-led, entertainment-first brand storytelling.
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