On this ill-fated day, when a deadly earthquake hit Nepal and over 500 people are feared to be dead, eyewear retailer Lenskart reportedly chose to advertise saying “Shake it off like this earthquake”. Within minutes Twitter was filled with messages criticising the retailer. The earthquake took place around 11.45 today, and within no time Lenskart sent out the message - “Shake it off like this Earthquake: Get any Vincent Chase Sunglasses upto Rs. 3000 for FLAT Rs. 500, by sending invites to 50 friends @ http://www.lenskart.com/refer-sun”. Lenskart took almost 90 minutes, after they sent the insensitive SMS, to apologize even after the Twitter fury. They said in another message, "We apologise for the accidental choice of words in our SMS, Our intention was not to hurt anyone’s feelings. We are extremely sorry for this error- Lenskart Team." But the damage had already been done and Twitterari started bombarding with tweets.Later a full apology was posted:We Are Sorry!Posted on April 25, 2015 by LenskartDear All,Today is a sad day for us. We witnessed an earthquake that hit Nepal and North India which has caused extensive loss of life and property. Our hearts reach out to the many who have been affected by the earthquake.Today we also sent out an sms offer which referred to the earthquake in poor taste. This is completely unacceptable to us and is against the standard that we have set for ourselves as a responsible member of society. We are really sorry that this has happened. We have already taken steps to put safeguards in place to ensure that is never ever repeated.We would like to tender an unconditional apology to the society at large and especially to the affected families and to everyone whom we have offended. We sincerely hope that you will be able to forgive our lapse.At Lenskart we pride on being a young and responsible organisation. This incident has strengthened our resolve to work harder and add greater value to our customers and our society.Sorry we messed up,Peyush Bansal & Amit Chaudhary Co-Founders, LenskartA Lenskart ad