By A Correspondent

Bausch and Lomb launched a new digital campaign for its product – Bausch + Lomb Ultra, which provides 16 hours of comfortable wear. The campaign includes a series of six digital ads – three renditions each of 15 seconds and six seconds.

Speaking about the campaign, Sanjay Bhutani, Managing Director, Bausch and Lomb India said: “We at Bausch+Lomb have been thriving to make products that are consumer friendly, since decades. As times have changed and things are becoming digital, a chunk of the population is exposed to some or the other form of Digital screen. As a matter of fact, a spectacle wearing millennial typically spends 10-12 hours a day on multiple screens. This tends to dry out the eyes and thus making contact lens usage uncomfortable. To overcome this, we have launched Ultra-16 hour comfort lenses which could be worn up to 16 hours without any discomfort.”

The ads have been conceptualised, developed and shot by FCB-Ulka. Said Surjo Dutt , National Creative Director, FCB-Ulka: “In a category as silent as contact lenses, these quirky films will stand out not just for their visual appeal but also for being so relevant and with-the-times.”