Bausch and Lomb has rolled out a campaign for its iConnect range of contact lenses. Two films are part of the campaign conceptualised by FCB Ulka.
One film shows a young couple in a car. The man is trying to get his car out from the parking lot. He spots a promoter carrying a 'Last day 50% off' billboard. He looks at his wife, who is also looking at those human banners. He wants to get the car out quickly. As the lady wears her seat belt, a truck arrives next to them promoting the same sale. The lady cleans her spectacles and puts them on. Seeing him worried, she asks what the issue is. He smiles with relief that she hasn't noticed the sale. A voice over says, 'Specs pehnoge toh spectator reh jaaoge. Get Bausch and Lomb iConnect monthly contact lenses at Rs. 200.' (If you wear specs spectacles, you'll remain a spectator.)
The other film is set at a rock concert. A lady amongst the crowd is the protagonist. She's dancing with glee, and while doing so she drops her spectacles. She doesn't look for them in the crowd and continues dancing. As a result, when the singer calls her on stage, repeatedly, she doesn't react. He pulls her friend on stage instead. The film ends with the same message as the first one.
Sanjay Bhutani, managing director, India and SAARC, Bausch & Lomb, said, "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 and when launched globally. Bausch & Lomb brand is a great asset and this campaign would further help to build and take the brand to the next stage."
Indranil Chakravarty, commercial director, business unit head, vision care, 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 Rs 200 p.m. is the most affordable lens in its category. This will redefine the entry level prices for contact lens users 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, NCD, 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 eight 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.”