Bausch + Lomb India says 'Take off your lenses' in latest Holi ad

The campaign which went live on March 7th saw a digital release across Bausch + Lomb’s social media platforms

e4m by exchange4media Staff
Published: Mar 12, 2020 4:01 PM  | 2 min read
Bausch and Lomb Holi Ad

Did you ever imagine a leading contact lens player recommending against contact lenses? As surprising as it may sound, Bausch + Lomb India on the occasion of Holi, launched a digital campaign urging consumers to remove their lenses while celebrating the festival of colours.

While the festival is celebrated joyously, regrettably most of the Holi colours sold these days contain harmful chemicals that can be extremely detrimental to the eyes. Bausch + Lomb through this campaign advised consumers to practice caution. The digital ad started with a montage of four people removing their contact lenses, which is followed by splashes of colours on their faces leading up to the message – This Holi, Don’t forget to take off your contact lenses. For all other days, you have Bausch + Lomb.

Commenting on the campaign, Sanjay Bhutani, MD, Bausch + Lomb India said, “Our eyesight is one of the most important senses and at Bausch + Lomb we believe that they deserve the utmost care. This campaign beautifully captures the brand’s core commitment to ensuring eye safety and showcases that we truly care about the greater good for our consumers. We aim to reach as many consumers as we can with this campaign to ensure that everybody has a safe and delightful Holi celebration.”

Chandni Shah, Co-Founder and COO – Social Kinnect said "With Bausch + Lomb's campaign for Holi, we wanted to spread the joy of colours with a simple but responsible message, to cut through the clutter of Holi campaigns. Deep-diving into the problems of wearing lenses while playing Holi, we conceptualized a campaign that urged consumers to replace lenses with a pair of glasses to protect their eyes keeping in mind that brands are accountable to their consumers in several ways. Hence our endeavour to develop the right messaging that creates confidence amongst the brands existing and new customer base."

The campaign which went live on March 7th saw a digital release and was seen across Bausch + Lomb’s social media platforms

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