Johnson & Johnson Vision has appointed actor Ranveer Singh as brand ambassador as it looks to encourage Gen Z and millennials to try contact lenses. It also rolled out a campaign featuring the actor aimed at amplifying awareness around eye health and contact lens usage.
The #AcuvueSePoochho campaign, conceptualised by Ogilvy, consists of three films. They take the quirky route to discuss how consumers often turn to their peers for advice on important decisions instead of consulting an expert with often hilarious outcomes. The films aim to spread awareness about wearing contact lenses and eye health in a light-hearted and meaningful manner.
Tiny Sengupta, business unit director, Vision Care India, Johnson & Johnson Vision, said, “Acuvue is leading by example and transforming eye health in India by creating awareness around contact lenses. ACUVUE® is the #1 selling brand family of contact lenses worldwide, but contact lens usage is still low in India. We are on a mission to make Acuvue the number one choice of contact lens brand In India."
He continued, "The campaign intends to build a behavior amongst the youth of going for a regular eye check and asking an expert before trying contact lenses for the first time. We aim to make contact lenses accessible for consumers and ensure that consumers are equipped with the right set of information about contact lenses, amidst all the surrounding myths and misconceptions about the category."
He added, "We are excited to welcome Ranveer Singh onboard, India’s youth icon, and harness his power to expand our reach to a wider audience. His influential voice will be instrumental in connecting with more consumers and spread awareness about the benefits of Acuvue. His charisma and popularity among the youth will be helpful in building a new generation of well-informed consumers. Through this campaign, we are excited to continue transforming the trajectory of eye health in India.”
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