Johnson & Johnson (J&J) Vision Care has launched 1-Day Acuvue contact lenses in India. For its brand communication, J&J has signed on McCann Healthcare for the creatives and MediaCom for the media buying function for the campaign.
The product is targeted at spectacle wearers, who can use these daily disposable contact lenses complementary to spectacles without having to get rid of them. The ‘big idea’ here will be to create ‘Acuvue occasions’ like marriages, parties, functions, sports, etc, for using this product amongst the target audience.
Said Chandrashekhar Nevgi, Senior Product Manager, J&J Vision Care (India), “Constant innovation through quality has always been the motto of Johnson & Johnson Vision Care. Our 1-Day Acuvue brand is the world’s No. 1 selling daily disposable contact lens and we are extremely excited about offering this product at a competitive price of Rs 90 a pair in the Indian market.”
The duration of the campaign will be one month in the first phase, beginning February 10. “We have chosen a combination of print media, radio, and on-ground events. Acuvue will also be sponsoring the title of ‘Miss Beautiful Eyes’ for Femina Miss India 2006. We have used PR to sensitise masses about the benefits of disposable contact lenses, specifically daily disposable lenses,” Nevgi informed.
The contact lens wearer base today is six to seven times what it was a decade ago. The contact lens market in India is approximately Rs 60 crore and is growing at about 15-20 per cent a year.
Commenting on the competition, Nevgi said, “J&J Vision Care’s main competition is Bausch & Lomb, which offers conventional as well as disposable contact lenses. But J&J Vision Care offers products only in the disposable category. However, our main competition are spectacles, and we believe that with changing lifestyles, education and health consciousness, the trend is bound to change.”