Bausch and Lomb launches new campaign for iconnect contact lenses

16 Jul,2019

By A Correspondent


Bausch and Lomb India announced the launch of their latest campaign, #BlameTheFrame, for their vision correction contact lenses – iconnect. These monthly disposable contact lenses have been specially designed for youth and first-time users to suit their pocket as well as their lifestyle. The campaign is aimed at urging the young bespectacled Indian to ditch their frames and switch to iconnect contact lenses


Said Sanjay Bhutani, Managing Director, Bausch and Lomb India: “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.”


Added Surjo Dutta, National Creative Director, FCB Ulka: “It’s been a great experience as always producing some exciting work for Bausch & 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 new campaign will see a digital release and will be seen across all digital platforms.



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