Bausch + Lomb India’s latest ‘Switch to Confidence, Switch to Soflens’ campaign, targeted at the country’s youth, highlights the ease and confidence that the range of soft lenses brings to its users.
Executed by its digital agency – Kinnect, the campaign kickstarted with influencer marketing to bust myths around the usage of contact lenses and reiterating how easy it is to use Soflens, in 3 easy steps – Pop, Wear and Blink. It also highlighted how Soflens helps in bringing out its users’ inner confidence. Wearing spectacles at all times, especially when involved in an intense activity, can be extremely difficult to manage. Soflens really come into their own in settings that involve socializing. They accentuate confidence and hence help in making a good first impression. Be it acing a job interview, winning a competition or even impressing your future in-laws, it enables one to leave a lasting impression.
Encapsulating the activities that the youth is usually involved in, the campaign reiterates how one can be themselves when wearing Bausch+Lomb’sSoflens contact lenses. Collaborating with celebrities including Shweta Tripathi, Rahul Dua, Rahul Tewatia, Naveen Polishetty, and Aashna Shroff, it revolves around the concept of #LettersToMyYoungerSelf. With each of them narrating their journey of confidence by addressing their younger selves, their stories reiterate campaign communication about switching to confidence with a smart switch to Bausch + Lomb’s Soflens contact lenses. To further amplify the same and reach a wider audience, the brand roped in influencers across regions, targeting seven different regional languages, to bust myths around the usage of contact lenses. Providing factual evidence with real stories, the brand highlights making the lens-wearing experience a smooth one.
Extended by a social campaign, the collaborator videos highlight the product details and address the problems of wearing glasses to underline the convenience of using Soflens for an enhanced vision. With engaging stories and memes on Bausch+Lomb’s Instagram handle, the brand strikes a right chord with the millennial audience who is always looking to be one step ahead in life!
Commenting on the campaign, Sanjay Bhutani, MD, Bausch + Lomb India said, “We at Bausch + Lomb firmly believe that while talent and hustle are key to achieving one’s goals, it is the confidence that gives one that edge to differentiate them from the rest. We wish to instill the same message through this campaign and hope to give the youth a taste of this confidence by offering free home trials for Soflens. We have purposefully curated this campaign to be vernacular so that the youth across the country can understand the feeling and see the difference.”
Commenting on the campaign, Chandni Shah – COO at Kinnect added, “With this campaign, we wanted to build on Bausch+Lomb’s long-standing reputation of delivering quality and convenience to their consumers. With the brand being a leader in the contact lenses category, the idea was to encourage the use of Soflens for better confidence. Also, it resonates very well with people who wear spectacles and have experienced some obstruct during an important situation. Hence, reiterating this thread of thought, we emphasized the use of Soflens as a great alternative to spectacles.”
