NE BUSINESS BUREAU
NEW DELHI, JULY 22
With the consumer palette evolving to accommodate shorter ownership cycles, Bausch +Lomb India on Tuesday announced the launch of iconnect daily disposable contact lenses in the affordable range for youngsters.
Available in both 10 & 30 lens packaging and priced at Rs 349 and Rs 899, respectively, these lenses are one of the most affordable and accessible solutions, for the targeted consumers in the market, says a company release.
To promote this, Bausch + Lomb India has launched a new ad campaign ‘Be Always Ready’ for its iconnect dailies range of contact lenses. Conceptualised by digital agency, Kinnect, it showcases the protagonists in situations that require them to be ready in no time, highlighting the ease and smooth transition that the new range of lenses brings to its users.
The narrative of the digital ads is executed in a way that would resonate with the youth and continue to build upon the brand ethos that iconnect® has nurtured over the years through their campaigns and communication.
Commenting on the launch and the campaign, Sanjay Bhutani, MD, Bausch + Lomb India said, “Innovation and consumer focus have always been at the core of the products and solutions offered by Bausch + Lomb. Thus, it is essential for us to closely monitor consumer behavior and their evolving palette to bridge those gaps with our tailor-made offerings. The youth, today, is not only spontaneous but also practical in their approach. iconnect® is a brand for the youth. With the availability of daily disposable varietal, we are offering our users the convenience of a new pair of contact lenses every time, at a pocket-friendly price. We firmly believe that the approach taken in the ad campaign successfully delivers this message to our consumers.”
Chandni Shah, COO – Kinnect, the digital agency behind the campaign said, “With ‘Be Always Ready’ campaign, we wanted to create an experience in which millennials could participate, devise content that encourages product usage, and align the brand’s communications with the likes of the youth. Despite their purchasing power, the youth today is focused on saving. Hence to launch Bausch + Lomb’s iconnect daily disposable contact lenses – a perfect product to cater to their spontaneity and convenience – we conceptualised a campaign that resonates with their hassle-free lifestyles.”
The campaign which went live over last week saw a digital release and was seen across Bausch + Lomb India’s social media platforms.
