Mumbai: Bausch and Lomb a leading global healthcare company touches upon an interesting twist in their new campaign crafted by FCB Ulka. The twist of being in close proximity to what one really wants, and yet eventually missing out on them. Hence leaving one a spectator in certain situations, when they could have clearly been an active participant.
Talking to young life enthusiasts, who are out there grabbing opportunities, packing their days and their nights, the Campaign makes this point with wit and humor. Through two situations- a mega sale offer, and a high octane rock show, the idea is brought to life.
Bausch & Lomb, being the category leader, recognizes the fact that the category needs much more saliency than what it currently enjoys. A little bit of nudge and motivation will go a long way in making people remember the ease and beauty of contact lenses, especially when they feel even a bit of restriction due to spectacles.
Mr. Sanjay Bhutani, Managing Director, India & SAARC, Bausch & Lomb mentioned that being the market leader it’s a great responsibility on us to move the wheel forward. We are continuously striving to bring positive changes. By introducing ‘IConnect’ contact lenses we are targeting at bottom of the pyramid to expand the overall category. At the same time for more discerning consumers we have been introducing next generation products as & when launched globally. Bausch & Lomb brand is a great asset and this campaign would further help to build & take the brand to the next stage.
Mr. Indranil Chakravarty, Commercial Director, Business Unit Head, Vision Care at Bausch & Lomb added, “The contact lens user base is low in India due to various myths and perceptions which are far from reality. It is perceived as difficult to wear, uncomfortable and above all costly. Bausch & Lomb is trying to grow the category by targeting the bottom of pyramid by introducing iConnect which at INR 200 p.m. is the most affordable lens in its category. This will redefine the entry level prices for contact lens user in India. Bausch and Lomb is the category leader in India and through mass communication we are trying to expand the category and create awareness.”
Surjo Dutt, National Creative Director, FCB Ulka, said, “It’s always a great opportunity to work with the market leaders of any category. And the fact that Bausch &Lomb were breaking a TV campaign after 8 years made the challenge even juicier. The objective was very clear – reach out to the youth and bring them into the category. So we created communication based on the simple insight that in today’s world, it doesn’t take more than a second to miss a great opportunity. The films reflect this using very real-life spaces, that are relatable to users across ages, and are fun to watch” he added.
