Katrina Kaif Gets Her Frames On For Lenskart

October 10, 2017

Indian eyewear retailer Lenskart has previously shunned the lure of celebrity endorsements.

But in an ambitious bid to wrest 50% of the domestic spectacles market by 2020, Lenskart has turned to the charms of Bollywood celeb Katrina Kaif to plug its frames for the next two years. The retailer which has previously backed The Voice India Kids Season 2 last year, is set to bank on Katrina Kaif-led campaigns across digital and social to connect with its audience.

Speaking to Brand Equity, Lenskart’s CEO Piyush Bansal, “Getting her on-board is a strategic decision. Eyewear is a male-dominated category with about 70% men wearing spectacles and we are betting a female celebrity will help bring a change in the ratio of spectacles being used by both men and women.”

According to the ASN Index, India is the fourth largest market (12%) for Celebrity (actor) endorsements, however, investment spends have plummeted from a high of about US$18.814m in Q115 to a forecasted US$12.037m in Q417, well below the average of US$15.174m. The number of deals has also nosedived from 90 in Q115 to a forecasted 57 in Q417, well below the average of 75 per quarter.

While Kaif has had mixed fortunes in the Bollywood box-office over the past few years, she still has clout with Indian fashionistas despite the emergence of younger starlets such as Alia Bhatt and Shraddha Kapoor. Unlike, most other Asian markets, we have yet to see KOLs and influencers in the fashion world really challenging the pull of mainstream celebrities in India.

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