Eyecare company Bausch & Lomb has launched an extensive 360-degree marketing campaign to support, SL-59, its latest product offering in India. SL-59 is a monthly disposable contact lens, claimed to be a first-of-its-kind lens with an exceptionally high water content of 59 per cent that makes it very easy to adapt to, especially for first time users.
The latest television campaign is targeted at youngsters in the 15-25 age group and aims to make the brand relevant to today’s youth by bringing the role of contact lenses in their everyday lives. The 40-second commercial has been conceptualised and created by Draftfcb Ulka.
The TVC is supported by a radio campaign, and radio spots are already airing in Hindi and Tamil languages across all radio stations in six major cities – Delhi, Mumbai, Kolkata, Chennai, Hyderabad, and Bangalore.
The company is also doing cinema advertising in 20 key multiplex screens across India, along with Internet activities, e-mailers and virals. The Bausch & Lomb trial offer has been extensively promoted in all ATL/ BTL communication. It also has a BPO set-up with a work force of 20 people and an IT team.
Harish Natarajan, MD, Bausch & Lomb, said, “Bausch & Lomb is an eye health company dedicated to perfecting vision and enhancing life. As compared to the other brands available in the market, we offer the world’s most comprehensive portfolio of eyecare products with a legacy of over 150 years. We are one of the only brands which cover all five broad categories of eyecare – contact lenses, lens care, pharmaceuticals, cataract and vitriol-retinal surgery, and refractive surgery.”
“Although, Bausch & Lomb has over 70 per cent of the total marketshare in the eyecare segment, there are various brands like Johnson & Johnson, Alcon, AMO, Ciba and some local payers, who prove to be healthy competition for the brand. We aim to further grow contact lenses as a category and develop the market for specialised and innovative eyecare products,” Natarajan added.