01 · The setup
Lenskart set out to make glasses a fashion choice in a market that treated them as a medical purchase. Doing that at national scale meant reaching young people in hundreds of cities, on the platforms where they decide what looks good.
02 · The playbook
The brand pairs high-reach ambassadors, who deliver awareness, with micro creators and real customers who drive local, targeted conversions. Campaigns such as “Spectacular You” invited everyday users and rising creators to post look-changes and selfies under a hashtag; the company also built an internal creator network to identify, evaluate and manage smaller creators at scale, and links creator content to try-on tools and performance media.
03 · Why it worked
The two tiers do different jobs. Celebrities make eyewear aspirational; micro creators in a specific city make it attainable and drive people to the store or the app. Style-transformation content from relatable faces removes the fear of looking different, which is the real barrier in eyewear.
04 · Where it landed
Lenskart grew into one of India’s largest omnichannel eyewear brands, and its layered creator model — fame at the top, conversion at the bottom — is a reference for retailers with a store footprint.
The Oye take · what this means for India
Fame and conversion are different budgets. Keep the ambassador if you have one; add fifty micro creators around each new store, in the city’s language, and measure the footfall.