Bausch & Lomb, the world’s largest manufacturer of contact lenses. Their multifocal lenses are meant for people over the age of 40, whose nearby vision is starting to deteriorate, due to a condition called Presbyopia. Unfortunately for our business, people at that age, would usually correct it with prescription glasses.
Although almost 33% of the affected population still lived with uncorrected Presbyopia.
So, what would they do? They’d squint!
Yes, they’d make weird faces to try and unblur their vision.
The problem was these weird faces were misinterpreted by people as being rude. They were invariably mislabelled ‘judgemental’ or ‘angry’.
There were two clear objectives:
A NEVER-ADVERTISED SOLUTION
Bausch & Lomb had a range of multi-focal lenses to address Presbyopia but like any other pharmaceutical brand, they were marketing ONLY through ophthalmologists.
The other challenge was that a solution for ‘Presbyopia’ was never advertised before. Our creative approach was to first drive awareness through a relatable character in slice-of-life situations and then highlight our lenses as the solution.
DON'T CALL ME AUNTY!
Indian women over 40 are usually stereotyped as 'Nosy and judgmental aunties'. They’re perceived to always have an opinion on other people’s life choices. So, we decided to question this prejudice itself.
What if they are misunderstood?
What if they were hiding Presbyopia behind their “judgmental” expression?
Because wearing spectacles would mean surrendering to the harsh reality of aging, something that they’re not yet ready to accept.
MAKING VISION CORRECTION POP CULTURE RELEVANT
We made medical advertising interesting and entertaining, and non-prescriptive.
The film was narrated in a dramatic voice with a Bollywood-style background score that gave it a quintessential Hindi cinema-vibe. The artwork had a hand-painted, retro look, reminiscent of Bollywood movie posters from the 80s and 90s.
These creative decisions were to attract our target audiences, who have grown up on quintessential Hindi films.
The campaign name ‘Dekho Magar Pyaar Se’ (See, but with loving eyes) was also inspired from catchy slogans usually seen on the back of decorated trucks. This too took the campaign far away from being prescriptive and boring.
Our audiences lapped up the advert with high intent and enjoyment.
The biggest validation came when we saw a 26% jump in sales post campaign.
Dekho Magar Pyaar Se, also made it to IMPACT'S TOP 30 Creative Hotlist