John Jacobs joins forces with Ali Fazal for new India campaign

Eyewear brand John Jacobs has partnered with actor Ali Fazal to launch its new campaign titled ‘Break The Frame.’ Designed to promote freedom and self expression through eyewear, the campaign shows how John Jacobs’ various designs enable the wearer to show their diverse personalities.

“What I love about ‘Break The Frame’ is how it celebrates rebellion- not the loud, in-your-face kind, but the quiet rebellion of just being yourself in a world that wants you to conform,” said Ali Fazal in a press release. “It’s cool to be part of something that’s all about being authentic and not following the rulebook.”
 
The Break The Frame campaign follows a character named ‘Kaos’ as he going from being an ordinary face in the crowd by day to a graffiti artist by night. Played by Fazal, the campaign’s main character wears different John Jacobs frames to show his different identities.
 
“Break The Frame is about identity, about breaking away from the stereotypes that society imposes on us,” said John Jacobs’ CEO Apeksha Gupta. “We want to celebrate individuals who aren’t afraid to embrace all aspects of their personality, even when it breaks convention. Ali was the perfect choice for this campaign because he embodies that quiet defiance. He’s never afraid to challenge norms, both in his craft and in life. That’s exactly the spirit of John Jacobs.”
 
John Jacobs eyewear retails from its direct to customer e-commerce store as well as with multi-brand eyewear retailer Lenskart and other e-commerce platforms. The brand works with global businesses including Mazzucchelli from Italy, Rodenstock from Germany, and Tokai Lutina from Japan to create its glasses frames.