Influencer marketing seems to be the brand’s chosen strategy in India.
From navigating the chaotic streets of Mumbai to capturing highlights from a live Badshah concert, musician and content creator Yashraj Mukhate barely had to lift a finger-except to tap his Ray-Ban Meta smart glasses and speak to Meta AI, his built-in personal assistant.
Since their launch in India this past May, the AI-powered glasses have embraced influencer marketing to connect with aspirational millennial and Gen Z consumers. A clear example is their use for snapping Instagram photos and recording social content effortlessly, hands-free.
Developed in collaboration with EssilorLuxottica, these smart glasses-branded under Ray-Ban-are priced at ₹29,900 and come in two iconic styles: Wayfarer and Skyler.
Interacting with Meta AI is simple. Just say “Hey Meta” and ask a question. Meta has also announced that users will soon be able to send and receive DMs, photos, audio calls, and video calls on Instagram directly through the glasses-without ever pulling out their phones.
Adding to their appeal is seamless integration with popular music platforms like Spotify, Apple Music, Amazon Music, and Shazam, turning these glasses into a lifestyle gadget tailored for the always-connected generation.
