Success at first sight: Koffee With Karan Season 7 helps Lenskart get ‘seen’ by fans
Over two decades, Koffee With Karan has been supplying tonnes of glamour and gossip to its fans. The show is a phenomenon no one can ignore. With the much-awaited Season 7 of the popular chat show going digital as a Disney+ Hotstar exclusive, it’s become a goldmine of opportunities for brands to win big on OTT.
When Lenskart set out to build brand consideration and purchase intent for its high-quality designer eyewear amongst premium, affluent and urban audiences at scale, Koffee With Karan seemed an obvious choice.
Usually, people buy eyewear as an essential commodity. Partnering with Koffee With Karan gave Lenskart a boost in establishing how a person can express their personal style with glasses. It’s something that fulfils your needs as well as adds to your style.
Viewers get inspired by celebrity looks. Mentions in content fuel desires and influence shoppers to browse through products and make similar purchases. Lenskart leveraged this insight with Koffee With Karan.
Leveraging Karan Johar’s glamour quotient, Lenskart set out to foster a culture where consumers would want to make a style statement with eyewear, picking their favourite from among a range of frames. Even a set of prescription glasses for vision correction can be fashionable!
To aid the brand in reaching its core audiences across top metro cities in the country, Disney+ Hotstar suggested an in-show integration in Koffee With Karan Season 7.
Lenskart thus associated with the show as a Special Partner.
The Strategy And Execution
In an attempt to seamlessly weave Lenskart into the show’s narrative, Disney+ Hotstar found the Rapid Fire Round to be the perfect fit.
Before diving into the most loved segments of the show, Karan would change his eyewear to his reading Lenskart glasses. Pulling the audience’s gaze to the product, he would announce this part of the preparation of the segment out loud. Given how he would spend the next few minutes reading questions from a piece of paper, the brand insertion went up smoothly.
To further maximise visibility and build recall for Lenskart products, Disney+ Hotstar supported the in-show integration with four 15-second and one 20-second video creatives via mid-roll ads during the breaks.
Extending the Koffee With Karan fever to their e-commerce portal, Lenskart created an exclusive space where shoppers can browse through and buy Karan Johar’s Favourite Frames.
Client Speak
Impact
The integrations were so impactful that Lenskart garnered higher-than-average results for all key brand metrics.
