How Lenskart Used Bhuvan Bam & Real-Time Influencers to Become Gen Z Friendly

Lenskart teamed up with Bhuvan Bam and other influencers to reach the Gen Z audience. We’ve discussed how they used social media and digital platforms and connected with Gen Z in a fresh way, making eyewear more appealing and accessible to this growing group of consumers.

Gen Z are people who are born between the late 1990s and early 2010s are quickly becoming one of the most important consumer groups. They aren’t just spending more, they’re also setting trends and shaping how brands think about marketing. From fashion to tech to personal care, their choices influence what’s popular and what’s not.

But reaching Gen Z isn’t about flashy ads or pushing products. They value honesty and real stories. They’re more likely to support brands that reflect their beliefs, care about social issues and speak their language. That’s why traditional marketing often doesn’t work with them.

For brands, the key is to stay relatable. This means using everyday voices, featuring real people and being transparent about what they stand for. Gen Z also prefers content that feels native to platforms like Instagram, YouTube, Facebook and TikTok before its ban, not something that feels like an obvious ad.

In short, Gen Z expects brands to show up with purpose. They want marketing that feels personal, not performative. As their influence grows, brands need to rethink how they connect, not just to sell, but to build lasting trust.

Lenskart's Digital Transformation and Marketing Evolution 

Lenskart started in 2010 as an online eyewear store. It focused on solving a simple problem, making quality eyeglasses affordable and easy to buy. Over time, it grew fast by offering home eye tests, stylish frames and strong customer service. Today, Lenskart is not just an online brand. It runs hundreds of physical stores and is a major player in India’s eyewear market.

As the brand grew, so did its approach to marketing. At first, Lenskart relied on more traditional ads. But to connect with younger audiences, it shifted to digital-first strategies. It started using social media, YouTube and influencer partnerships to stay relevant. These platforms helped the brand speak directly to Gen Z and millennials, who expect convenience, style and trust from the brands they follow.

By creating relatable content, trending topics and influencer-led storytelling, Lenskart made eyewear feel cool, not clinical. It stopped being just about vision correction and became part of lifestyle and fashion. This digital shift didn’t just help it grow, but it also helped the brand stay ahead in a competitive space. And it’s a clear example of how digital thinking can reshape a business from the inside out. 

Partnering with Bhuvan Bam: A Strategic Move

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Lenskart brought on Bhuvan Bam as its first male brand ambassador in 2019. Known for his YouTube channel BB Ki Vines, Bhuvan wasn’t the usual Bollywood face most brands go for. Instead, Lenskart picked someone with a real online presence and a strong connection to Gen Z and millennial audiences. This move showed a clear shift in how the brand wanted to speak to young people.

Rather than choosing a traditional Bollywood celebrity, Lenskart went with a digital creator. The idea was simple: today’s young audience trusts influencers more than film stars. They follow creators who feel real, who talk like them and who reflect their everyday life. Bhuvan fits that bill perfectly. He built his brand through humor, honesty and relatable storytelling. And that made him a smart fit for a brand trying to break away from old-school eyewear ads.

Bhuvan doesn’t just bring followers, he brings trust. His content feels personal and his audience listens. That kind of influence is rare. By teaming up with him, Lenskart put itself right in the middle of conversations happening on YouTube, Instagram and beyond. It wasn’t just about selling glasses, it was becoming part of pop culture. 

This partnership also worked because of shared values. Bhuvan’s style is casual, confident and creative. Lenskart’s products aim to be stylish but practical. Together, they promoted a message: glasses aren’t boring and you don’t need to be a movie star to make them look good. The brand’s campaigns with Bhuvan had humor, energy and a clear focus on self-expression, qualities that connect well with young buyers. 

In short, Lenskart’s choice to work with Bhuvan Bam wasn’t just about numbers. It was about making the brand more relatable, current and appealing to a younger market. And it proved that sometimes, the best ambassadors are the ones who grew their following one video at a time. 

The #HalkaRakhYaar Campaign: Merging Humor with Product Promotion

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 The #HalkaRakhYaar campaign by Lenskart uses humor to promote its AIR range of eyewear. The goal was simple: show off how lightweight and stylish the AIR frames are without making it feel like a typical product ad.

The video ad, featuring digital star Bhuvan Bam, opens with a group of friends stuck in a funny and exaggerated fight. The situation quickly gets out of hand, with petty reasons turning into chaos. That’s when Bhuvan steps in with a cool, calm attitude and says, “Halka Rakh Yaar.” It’s a moment that instantly lightens the mood. And that’s the point, just like the frames he’s wearing.

The campaign draws a clever parallel between handling everyday problems lightly and wearing ultra-light frames. It’s a smart way of tying the product’s feature, lightweight eyewear into a message that people relate to. We all deal with overreactions and drama and the ad says, “Take it easy. Keep it light.”

What makes the campaign work is its tone. It doesn’t lecture or oversell. Instead, it makes you smile, connects with real-life behavior and slides the product benefits in without forcing them. That’s how Lenskart managed to keep the promotion fun and effective at the same time. 

How Did Lenskart Execute Multi-Platform Campaign? 

Lenskart’s campaign with Bhuvan Bam wasn’t just a digital push. It was a well-planned move across multiple platforms, designed to meet people where they already spend time, on TV and social media. The goal was simple: talk about Lenskart’s AIR range in a way that’s light, fun and easy to connect with.

1. Across Platforms: TV, YouTube, Instagram and Facebook

The campaign ran on both traditional and digital platforms. On TV, Lenskart placed short ads during popular shows. These spots were used to build recall and keep the brand visible in everyday family settings.

On YouTube, Instagram and Facebook, the approach shifted. Here, Lenskart shared shorter, mobile-friendly videos that didn’t feel like typical ads. Instead, they leaned into humor, quick dialogue and clean visuals keeping it fresh and relevant for a younger crowd.

2. Mixing Up the Formats

Instead of pushing one kind of content everywhere, Lenskart experimented with formats. The campaign featured skits, memes, product close-ups and even interactive posts like polls and reels. Bhuvan Bam was at the center of it all talking about the product while playing funny characters or acting out relatable situations.

Each piece of content matched the tone of the platform it appeared on. A full video might run on YouTube, while Instagram would get shorter edits or behind-the-scenes moments. This made sure the campaign didn’t feel repetitive and helped maintain attention.

3. Using Bhuvan Bam’s Reach Smartly

Bhuvan Bam wasn’t just a face. He was the voice and tone of the campaign. His fan base is young, digital-first and already familiar with his sense of humor. Lenskart tapped into this following by letting Bhuvan stay true to his style while talking about the brand.

By doing this, the campaign gained organic reach. His followers shared, liked and commented because the content felt like his usual work and not a hard sell. This helped Lenskart reach a wider Gen Z and millennial audience without seeming forced.

Lenskart didn’t just post ads and hope for clicks. They adapted to each platform. They used content people enjoy. And most importantly, they let their brand message come through a voice the audience already trusts. That’s what made this campaign work across channels.

Do You Want to Promote Your Eyewear Brand With Celebrities?

3 Notable Influencer Marketing Examples by Lenskart

Lenskart has worked with a wide range of influencers to connect with younger, digital-first audiences. From comedians and entrepreneurs to AI-generated K-pop stars, their campaigns blend creativity with relatable storytelling.

Let’s take a quick look at 3 prominent examples of influencer marketing by Lenskart! 

1. Astro IRIS – AI-Generated K-Pop Band

Lenskart teamed up with Astro IRIS, an AI-generated K-Pop band, to connect with younger, digital-first audiences. This move was part of their effort to stay fresh and tap into global trends. K-Pop already has a strong fan base in India, especially among Gen Z, and using an AI band helped the brand stand out.

The virtual group featured in Lenskart’s promotions by wearing their AIR range eyewear meant for all-day comfort. The visuals were bold and futuristic, matching the vibe of both K-Pop and AI-generated content.

By blending fashion, tech, and pop culture, Lenskart found a unique way to talk to its audience. It wasn’t just about showing glasses—it was about creating a cool digital experience that felt new and fun. The campaign got people talking and worked well with Lenskart’s strategy to stay relevant with younger consumers through creative, platform-friendly content.

2. Visiting Lenskart Physical Store by UnBiased Ramsingh

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In this video, UnBiased Ramsingh visits a Lenskart store to give his followers a real look at what the in-store experience is like. Known for his honest and straightforward reviews, Ramsingh walks through the process of checking out different frames, trying them on, and getting help from store staff.

The video shows how easy it is to explore Lenskart’s eyewear collection in person. Ramsingh talks about the lightweight AIR frames and how they feel when worn. He also highlights features like 3D try-on and Lenskart’s helpful customer service, which makes the visit smooth and quick.

By collaborating with Ramsingh, Lenskart reaches an audience that trusts his opinion. The content feels more like a conversation than an ad, which helps it connect better. This influencer-led walkthrough is part of Lenskart’s strategy to blend digital engagement with offline retail, making the overall brand experience more relatable and transparent.

3. Malvica Saxena x Lenskart - Journey Of Building A Fashion Startup

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In this video, Lenskart teams up with Malvica Saxena, a fashion entrepreneur, to talk about her journey of building a startup. The conversation is simple, honest, and focused on real experiences. Malvica shares how she turned her idea into a business, the struggles she faced, and what kept her going.

Throughout the video, she wears Lenskart’s stylish eyewear, subtly connecting fashion with function. It’s not just about glasses, it’s about confidence, personal style, and vision, in both life and business. The setting is casual, and the tone feels like two friends chatting about their work and passions.

By featuring someone who’s relatable to young, ambitious audiences, Lenskart positions itself as a brand that supports modern entrepreneurs. This content fits well with people who value individuality and creativity. It’s a smart way to market eyewear not through hard-selling, but by tying it to real stories that reflect the spirit of today’s generation.

Get Bhuvan Bam or Any Famous Celebrity to Promote Your Brand!

Want your brand to truly stand out? Get a celebrity like Bhuvan Bam to promote it. 

His strong digital presence and relatable style connect instantly with young audiences. Whether it's boosting awareness or driving engagement, the right face can make all the difference. 

Partner with a popular name today and take your brand message further with celebrity endorsements!