‘I Glance, I Know’ campaign: A game of wits or thrones?

Glance, a smart lock screen platform, is back with another buzzworthy campaign. This time, it has teamed up with Indian Paralympic champion and javelin star, Navdeep Singh for its latest ‘I Glance, I Know’ campaign. In a humourous and engaging film, Singh steps into a royal avatar to showcase how Glance makes staying informed effortless.

From breaking news to trending entertainment, sports, and gaming, Glance claims to transform Android lock screens into a personalised, real-time content experience—no unlock, search or downloads required, just instant access to what users love. Powered by AI, it redefines simplicity and discovery, giving over 235 million Indians access to everything they need to know in just a glance.

 The campaign video takes viewers on a hilarious journey where tradition meets technology, as Navdeep Singh transforms into a witty, modern-day maharaja. With playful banter, charming encounters, and his regal flair, Navdeep captivates audiences while showcasing Glance’s magic—turning every glance at your lock screen into a moment of discovery.

From quick-witted exchanges with his guards to a royal rendezvous with the queen, every scene pulses with humour, charm, and Glance-powered insights. The catchphrase ‘I Glance, I Know’ echoes throughout the film, perfectly blending entertainment with purpose for Gen Z and millennials.

In a world of doomscrolling, the campaign reminds users how fun and empowering it is to stay effortlessly informed, anytime, anywhere. Commenting on the campaign, Singh, said, "Stepping into the role of a royal for the first time was a blast! This campaign let me bring out my fun side while staying true to who I am—someone who’s always up for a challenge and never afraid to try something new. Working with Glance was a natural fit because, just like me, it’s all about keeping things effortless and real, while still having a great time. ‘I Glance, I Know’ perfectly captures the vibe of staying updated without missing a beat." 

Bikash Chowdhury, chief marketing officer at Glance, said, “Navdeep’s inspiring journey and his ability to connect with millions through his resilience and determination make him an ideal partner for Glance. With our platform’s extensive reach of over 235 million users across the country, this campaign celebrates the joy of staying informed and engaged in real-time. At Glance, we believe that knowledge is empowering, and we aim to inspire users to explore the world with curiosity, confidence, and the power of a glance.”

The ‘I Glance, I Know’ campaign is part of Glance’s #YehSmartHaiBoss initiative, which highlights how effortlessly Glance keeps you informed—no searching, unlocking, or downloads needed. Other standout campaigns under #YehSmartHaiBoss include Bigg Boss, Vijender Singh Chauhan’s #KeepItKezual, and the charming mother-son film featuring Sutapa Sikdar and Babil Khan. Together, these powerful campaigns have boosted Glance’s share of voice, leaving a lasting impression across audiences.  

Campaign’s take: Glance’s latest campaign, starring para-athlete Navdeep Singh, ventures into familiar territory with a quirky homage to Game of Thrones. In this indie reimagining, Singh channels a modern-day Tyrion Lannister, playfully wooing Sansa Stark with Ser Gregor Clegane chiming in for comedic support.

While the campaign aims for humour and nostalgia, the choice of a series that’s now fading from mainstream memory feels risky—only die-hard fans might fully connect with the reference.

However, the ad’s central premise is clear: Glance transforms lock screens into a personalised, real-time content hub. Singh’s royal antics cleverly showcase how effortless it is to stay informed, turning doomscrolling into delightful discovery. The campaign’s tagline, ‘I Glance, I Know’, neatly captures this promise.

While Singh’s charismatic portrayal and the humorous tone are engaging, the campaign’s reliance on a niche cultural callback could alienate audiences unfamiliar with Game of Thrones. Yet, in an era of overwhelming content, Glance effectively positions itself as a fun, efficient alternative to aimless scrolling.

The company’s ambition to make knowledge empowering resonates, but the campaign teeters on the edge of being too clever for its own good. It’s a charming watch, but whether it truly reigns supreme remains to be seen.