Vogue Eyewear has appointed National Award-winning actor Kriti Sanon as its new female brand ambassador. Sanon joins Bollywood actor Shahid Kapoor, who is extending his multi-year association with the eyewear company. The announcement coincides with the launch of a nationwide marketing campaign titled ‘Vogue Eyewear Journeys’, aimed at strengthening the brand's market share among young, fashion-conscious Indian consumers.
The strategic onboarding of Sanon is intended to leverage her pan-India appeal and contemporary style profile. By deploying a dual-celebrity marketing strategy, the company aims to capture a wider demographic of consumers who view eyewear as an essential fashion accessory rather than a purely functional item.
Omnichannel Campaign
The promotional campaign, conceptualized by Mumbai-based agency Network Advertising, has been rolled out via an integrated media plan spanning digital channel, social media networks, print publications, and out-of-home (OOH) billboards. Directed by Emmy-nominated filmmaker Suraj Wanvari and shot by fashion photographer Prasad Naik, the visual assets emphasize a narrative structure focused on personal identity and changing style preferences over time.
What I have always appreciated about my journey with Vogue Eyewear is how naturally it aligns with my own sense of style.— Shahid Kapoor
The campaign utilizes parallel narratives to showcase different product designs, positioning each optical frame and sunglass model as a core component of daily attire. The visual presentation is supported by a synchronized voiceover strategy designed to position the brand as a premium yet relatable option in the competitive Indian retail eyewear sector.
"Vogue Eyewear is on trend, versatile, and resonates perfectly with my personal style. I am excited to join them for this campaign that explores constant reinvention as we discover new aspects of our own personality," stated Kriti Sanon regarding her corporate alignment with the brand.
Competitive Retail
The premium eyewear segment in India has witnessed heightened corporate activity, with international labels increasingly relying on localized celebrity endorsements to compete with agile direct-to-consumer (D2C) platforms and established domestic chains. Industry observers note that maintaining long-term celebrity associations assists legacy brands in preserving retail mindshare amid shifting consumer loyalty.
"What I have always appreciated about my journey with Vogue Eyewear is how naturally it aligns with my own sense of style—unforced, evolving, and personal. This campaign captures that spirit, and having Kriti join the brand adds a fresh dynamic," brand ambassador Shahid Kapoor said in an official statement.
The immediate commercial objective of the brand involves leveraging the combined digital following of both actors to drive footfalls across multi-brand optical outlets, exclusive brand stores, and major e-commerce marketplaces during the upcoming quarterly sales cycle.
