How Brandmovers India amplified GenZ engagement for Vogue Eyewear

Vogue Eyewear’s latest digital film, featuring Taapsee Pannu, has been creating quite a stir since its, reaching 10 million views on YouTube within 10 days of its launch. Executed by Brandmovers India, the film is part of an ongoing global campaign for Vogue Eyewear – titled #LetsVogue. Brandmovers India is helping amplify the campaign across multiple mediums and has recently used Instagram Reels to reach out to the young and digital-savvy audience. They have created 6-second and 15-second Reels for Instagram.

Speaking about how Instagram Reels has worked for the campaign, Suvajyoti Ghosh, Founder & MD Brandmovers India, said, “Bite-sized engaging content such Stories and Reels always helps increase consumer consideration and brand recall. It also helps brands pinpoint specific products or mood points featured in campaign, basis their individual performance. Brands are actively using Reels in interesting ways to engage their TG and getting them to participate with responses. We can clearly see Reels being heavily used on many of our in-house brands already and most upcoming festive campaigns do already seem to have a separate Reels based strategy in their campaign plans.”

Adrijaa Sanyal, Senior Creative Director, Brandmovers India, added here, “The entire communication rings true to the current mindset of our audience. The voiceover is one of hope and celebrating oneself even if they’re going about living life on their own. Visually, we’ve tried to hold up the beauty of life in solo, where Taapsee can be seen clearing out the past and moving forward into the future, pretty much summing up the need of the hour for society as a whole. Our intention was to be relatable to the contemporary young urban women, which, I think, we’ve been able to do quite well with this film.”

Talking about the decision to onboard Taapsee Pannu for the campaign and how it has worked with the TG, Brandmover’s Suvajyoti Ghosh said, “The idea was to use Taapsee’s effervescent personality as a representation of the modern Indian woman and show exactly how well the new range of eyewear fits into that lifestyle. We hope the consumers are able to see themselves represented in this campaign and feel inspired to embrace Vogue Eyewear in their everyday style.”

Sharing about the marketing activities that they conducted, apart from the digital and print ads, Gunjan Saigal, Brand Business Head Vogue Eyewear, said, “Our plans touch all relevant points with this campaign. The media campaign, primarily focusing on social, digital and print, will continue till the festive period, in parallel to high impact, in-store visibility across India and other relevant regions of South Asia.”

Adding further, Saigal said, “Taapsee, too, will continue to entice her followers to #LetsVogue on her social platforms. Our brand pages on leading e-commerce platforms such as Amazon, TataCliq and Nykaa will continue to amplify the campaign. We will also continue to engage our trade partners via innovative digital mediums that will empower them to narrate the campaign and new collections further to their consumer database.”

Talking about how the pandemic has changed the agency-client dynamics when it comes to planning and executing brand campaigns, Elroy Rodricks, Head Creative and Strategy, Brandmovers India, said, “Apart from the initial days of Zoom shoots, things now have returned mostly back to normal on the campaign shoots front for us. Along with our partner teams, we have safety protocols in place, working like clockwork to ensure testing of everyone on set to cordoning off areas to only essential teams, mask safety, etc., so that the actual shoots are unaffected, while keeping everyone safe.”