Bausch + Lomb Launches ‘Be Always Ready’ Campaign

A new campaign is out from the house of Bausch + Lomb India titled, ‘Be Always Ready’. The campaign is launched with the aim of promoting its iconnect dailies range of contact lenses. The campaign has been well conceptualized by the digital agency, Kinnect and it very well relates to the problems faced by people who choose eyeglasses instead of lenses. The video is all about opting for lenses in place of glasses because it brings ease and comfort in the day to day lives of the users. The film creates good connectivity with the youth and that is in line with the brand culture that iconnect has built over the years through their campaigns and communication, the company said.

Sanjay Bhutani, managing director, Bausch + Lomb India, said, “The youth, today, is not only spontaneous but also practical in their approach. 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, chief operating officer, Kinnect, 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.”