Bausch + Lomb and 'YOLO baba' inspire a digital detox

Bausch + Lomb has rolled out a campaign 'nayi nazar se dekh' (look with new vision), to urge individuals to break free from the digital realm and embrace real-life adventures. 

Conceptualised by FCB Kinnect, the film revolves around YOLO baba, serving as an inspirational figure urging audiences to break away from digital screens and reconnect with nature. Set in a serene Ashram atop a remote mountain, YOLO baba imparts profound wisdom, addressing the daily challenges of his disciples who depend on eyeglasses. His guidance emphasises the use of Bausch + Lomb's BioTrue contact lenses — a solution that mimics the natural eyes.

Sanjay Bhutani, managing director, Bausch + Lomb India, said, “Our focus aligns with the trend of consumers gravitating towards daily disposable contact lenses. We want to give consumers the freedom to live each moment to the fullest and pursue their passions without any hindrance. With the #NayiNazarSeDekh campaign, we aim to highlight our exceptional product, Biotrue daily disposable contact lens, and its unique design that mimics your natural eye, offering an excellent long-wearing experience.”

Gitanjali Bhattacharya, senior creative director, FCB Kinnect, said, “The core thought behind the campaign is to highlight that in recent times, we often witness more adventures on social media than we experience in real life. YOLO Baba serves as a reminder that life’s most enriching moments happen outside the screen."

Mithun Mukherjee, executive creative director, FCB Kinnect, said, “When Bausch + Lomb asked us to work on BioTrue, we knew there had to be a connect with the officegoers, but in a completely unexpected manner. We chose the classic trope of ‘zero to hero’ and superimposed it with a ‘rejuvenation centre’ motif. If ‘dekho magar pyar se’ (look but with love) was our last year’s runaway hit and got us on the Impact Creative Hotlist ’23, we chose to announce the new year with ‘nayi nazar se dekh’, a promise of 16-hour comfort with the daily disposable lenses. We look forward to continuing building on the platform for the rest of the year, with more fun content under this campaign.”

CREDITS: 

Agency: FCB Kinnect

Client: Bausch + Lomb India

Creative team: Mithun Mukherjee, executive creative director; Gitanjali Bhattacharya; creative director, Nilesh Singh, senior copywriter

Strategy: Harsh Vikram, senior strategy manager

Production: Manan Gala, Lead - creative producer

Design: Indradev Biswakarma, group head – art; Koustav Mazumdar

art director, Devesh Chaudhary, Neha Datar and Pranati Jain, senior visualisers

Client servicing: Akshita Tambi, senior account manager; Shriya Jain

account executive, Keith Roy, account director

Production house: Kinnect Productions and Boathouse Media