Lenskart turns Indian music into a 37-style eyewear collection

Lenskart is treating its latest eyewear drop less as a product release and more as a cultural event. The label has unveiled Shunya, a collection of 37 eyeglasses and sunglasses inspired by Indian music, and it is pairing the range with Lenskart Live: Sounds of Shunya. The live series streams on the Lenskart app from October 8 to 12, between 7 pm and 8 pm.

Shunya sits under Indian Accents, Lenskart’s range that celebrates Indian culture and heritage. Ten artists perform across the five evenings, with sets spanning contemporary bhajans, classical and Carnatic traditions, and modern takes on traditional sounds.

The psychology of selling frames through music

Eyewear is usually a considered purchase: you need the right frame for your face, your prescription, your budget. Lenskart’s move shifts the entry point from “what should I buy?” to “what does this feel like?”. Music is a fast track to identity and memory. When a collection is performed, not merely displayed, the designs become a reminder of an emotional moment—not just another SKU.

• Product as artefact: Sitar, flute and lotus motifs make the frames feel like cultural symbols rather than pure accessories.
• Experience before transaction: The live series gives shoppers a reason to open the app and stay, creating warmth before consideration.
• Story as differentiation: In a crowded category, a living heritage story gives people a distinctive reason to choose.

What “Shunya” signals

The collection borrows from the Indian idea of shunya, or zero, which Lenskart frames as the meditative space from which sound and creation emerge. A Lenskart spokesperson explained: “Indian music has an incredible ability to evolve while staying connected to its roots.” That tension—rooted and evolving at once—is the same logic the designs use: traditional motifs in contemporary eyewear silhouettes.

The brand positions Lenskart Live as a fresh format for taking collection stories to customers through live experiences. That is a useful signal: the experience is not a side event; it is the storytelling channel.

What marketers can do with this

The takeaway is not “add music to a launch.” It is to make culture participatory instead of decorative. If your product borrows a craft, a tradition or a design code, pair it with living creators who can carry that story. Give the audience a moment to experience the inspiration before they judge the product.

For brand managers, the test is simple: would this collection story still work if the product photos were removed? If not, the cultural idea may be packaging, not positioning.

Source: ETBrandEquity.com