Vogue Eyewear ropes in Deepika Padukone as brand endorser

Fashionable eyewear brand Vogue Eyewear from Italy-based

Luxottica Group recently signed up Deepika Padukone as its India brand ambassador. With Eva Mendes as the global face of the brand, Vogue Eyewear wanted to move beyond traditional mediums to launch its India face. Besides wanting to reveal the new face of Vogue Eyewear India, the brand also wanted to strike a chord with the target audience and generate significant buzz. So it partnered with digital agency, Brandmovers India that has created a unique campaign for India launch.

The idea was to use digital as the primary medium to unveil the new brand ambassador, and in order to do this, Brandmovers built the world’s largest fan generated mosaic on a microsite that invited fans to join and guess the celebrity. The mosaic eventually built up to reveal the new face. This was supplemented with Twitter and Facebook activities which would enable the brand to reach out to its target group.

While influential fashion bloggers like Miss Malini, Stylish by nature, and social media influencers like Tinu Cherian added to the popularity, the trending shot up after Padukone, who has 3.4 million followers on Twitter also joined in by tweeting from her handle. The generic hashtags also had other brands jumping into it. The month-long campaign saw the Vogue Eyewear India Twitter followers rise by 280 percent and Facebook fans by 390 percent.