Campaign Overview
Launch a targeted influencer campaign partnering with Mohit Kumar, Kolkata's premier fashion and lifestyle influencer (Instagram: @mohitkumarofficial, 44K+ followers), to promote Lakme Sunscreen's SPF 50+ range. The campaign emphasizes everyday sun protection for urban lifestyles, blending fashion-forward styling with practical skincare routines. Goal: Drive awareness, trial, and sales among 18-35-year-old men and women in Eastern India, leveraging Mohit's authentic voice in grooming and premium menswear.

Objectives

• Increase brand recall for Lakme Sunscreen by 25% among target audience (measured via Instagram polls and branded hashtag tracking).

• Generate 500K+ video views and 50K+ engagements across platforms.

• Drive 10% uplift in sunscreen category traffic to Lakme.com or partner retailers (e.g., Nykaa, Amazon) via trackable affiliate links.

• Position Lakme as the go-to sunscreen for active, stylish Kolkata lifestyles (gym, events, Durga Puja prep).

Target Audience

• Primary: Urban millennials/gen-Z in Kolkata and Tier-2 cities (e.g., Bhubaneswar, Patna); fashion-conscious men/women aged 18-35 interested in grooming, fitness, and lifestyle.

• Psychographics: Gym-goers, content creators, event attendees valuing premium skincare that fits seamless routines.

Influencer Profile: Mohit Kumar

• Background: Professional model, and lifestyle influencer with expertise in fashion, video production, and brand collaborations (e.g., Ponds, Mamaearth, Lenskart).

• Reach & Engagement: 44K+ Instagram followers; 5-8% engagement rate on reels; strong in 30-40s quick-cut videos.

• Fit for Lakme: Kolkata local with premium grooming content; authentic gym/fitness integration; history of successful beauty collaborations.

• Content Style: High-energy reels with transitions, styling tips, and cultural hooks (e.g., monsoon protection, summer festivals).

Key Deliverables

• 1 Instagram Reels (30-40 seconds each):

• Hashtags: #LakmeSunscreenGlow #SunSafeWithMohit #KolkataStyleShield.

• Usage Rights: Lakme gets three months, royalty-free rights for ads/promos.

Success Metrics & Reporting

• Quantitative: Views, likes, shares, saves, link clicks (tracked via Linktree/Bitly).

• Qualitative: Sentiment analysis, UGC volume.

• Reporting: Weekly Instagram Insights dashboard + final report (May 5, 2026).

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