Bausch and Lomb India has rolled out a campaign for its iconnect range of contact lenses that has been conceptualised by FCB Ulka.
Titled #BlameTheFrame, the film opens with a man looking to take a selfie with a cut of Nargis Fakhri. He takes out his spectacles to click the picture. As he's doing so he notices a lady come in. He hands his phone to her and asks her to click a picture of him with the cut out.
The lady who he handed his phone to was Fakhri herself and the man missed out on a picture with her because he couldn't see without his spectacles.
Sanjay Bhutani, MD, Bausch and Lomb India, said, “Bausch and Lomb, world over, is known for delivering quality and convenience to their consumers. We believe that we provide a great alternative to the conventional frames which are often the reasons for embarrassing and funny situations for the wearers. With the #BlameTheFrame campaign, we are reiterating this fact, albeit in a lighter vein. We are extremely thrilled with the treatment we have given to this campaign and we are confident that we would be able to strike a chord with our audience. We are extremely happy to have Nargis Fakhri be a part of this campaign.”
Surjo Dutt, NCD, FCB Ulka, said, “It’s been a great experience as always producing some exciting work for Bausch and Lomb this year. The brief was very clear: take the spectacles category head on. And being the leader in the contact lenses category, we decided to do that in a lighthearted manner. We asked ourselves, ‘What if a once-in-a-lifetime moment passed you by unnoticed and your spectacles were to blame for it?’ ‘Blame The Frame’ is the campaign that was born out of that question. And it resonates very well with people who wear spectacles because they’ve all been in one messed up situation or another because of them. This is just the first film and we hope to make more soon."
The film be run across digital.