Objectives

BACKGROUND 

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’.

OBJECTIVES

There were two clear objectives:

1. Drive awareness and consideration for Multifocal contact lenses in the Northern region of India
2. Increase brand relevance during India’s biggest festivals and shopping seasons— Diwali

Strategy and Execution

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. 

Results

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 delivered an astounding 2% absolute brand lift which is amongst a higher detectable slab as per Google benchmarks. 
• The brand saw a 30% increase in organic search and website traffic.
• 8% relative brand lift and 2.7% headroom lift.  
• Achieved Frequency of 33%, and VTR of 35.46% 
• The media creative optimization allowed us to reduce the CPV by 11%

Dekho Magar Pyaar Se, also made it to IMPACT'S TOP 30 Creative Hotlist

Media