Claraa: New-Age Contact Lens for Youth
Claraa is a coming-of-the-age contact lens brand aimed at creating a lifestyle based on clarity in vision & adventure in the heart. Being in eye care, medical device, and lifestyle segments, the brand positioning for Claraa contact lenses was the most important part of understanding where Claraa is headed. In the post-pandemic era, where the medical and lifestyle segments saw a massive jump and a bright projected future, Claraa contact lenses were positioned to be a direct competitor to global eye care giants such as Bausch and Lomb, Cooper Vision, and Alcon. Considering the cross-section of segments, it was determined that Claraa contact lenses would be best sold to Gen-Alpha, Gen-Z, and Millennial or to put it simply, the target age group was 14-30. However, we quickly realized that having such a wide age range as a target audience wasn't exactly helpful. This is where we made the decision as a branding agency to sub-segment our audience, niches, and segments. What was the ground reality? What was the actual procedure for getting contact lenses for Indian teenagers? Who, within the age group, has the capability or preference to buy contact lenses? These questions may seem mundane or off-topic but they were highly important to establishing a ToV (Tone-of-Voice) for Claraa for future brand communications. Another important point to note is that other brands focused on 'playing it safe' as they weren't positioned to be in the lifestyle segment unlike Claraa, who took inspiration from earphone brands such as boAt and sportswear brands such as Nike to bring forth a sense of a youthful and energetic lifestyle for its users.
there were many more questions that needed to be answered, such as how will we promote it, where will we promote it, and whether is it worth investing in paid promotions for it. The answers lay in the merits and demerits of each method that could be taken for tasks assigned. The mandates that were assigned to Team Substance were full-scale branding, social media marketing, paid media marketing, digital marketing as well as print marketing over a long period of time. We undertook these responsibilities in stride and got cracking to make Claraa the breakout entry into the market. With a multi-directional and multi-disciplinary approach, Team Substance created several user personas that would include the youth of India by communicating with them in the tone and words they prefer. This created a base for Claraa to launch itself to success in digital as well as mainline spheres of the industry.Read More