Eye Health Brand Bausch + Lomb Takes on 'Squeezed Eyes' with Festive Campaign from Kinnect

Kinnect, a part of the FCB Group India, India's leading creative, data, and digital media powerhouse, has launched a digital campaign, ‘Dekho Magar Pyaar Se’ during this festive season for Baush + Lomb.

Presbyopia, a condition affecting near-vision in adults (typically above 40 years of age), is often recognised with a peculiar 'squeezing of eyes' on a person's face. The 'squeezed eyes' are an attempt by these 40+ adults to see things more clearly. This leads to people often perceiving it as a look of judgment/confusion - often sending other people around into a spiral of self-doubt. Wearing spectacles to correct this comes at the cost of looking old which many people at this age bracket may not like – especially during the festive season. The solution is Bausch + Lomb multifocal contact lenses, a way to correct presbyopia, to continue looking young and to look at those around you with love. The ‘Dekho Magar Pyaar Se’ Campaign proposes a way to enjoy the festive season without spectacles ruining your look, all while negating that judgmental look. So see, but with loving eyes.

Sana Lairellakpam, head of marketing at Bausch + Lomb, said: “This festive season we wanted to do something different yet meaningful for our consumers. Presbyopia is something that affects everyone as they cross 40+ years of age and Bausch + Lomb Multifocal contact lenses can help them. However, many people are not even aware that Multifocal Contact Lenses exist – which can help 40+ people in seeing clearly near, far & everywhere in between. This means Bausch + Lomb Multifocal contact lenses can help them retain their natural look while correcting their vision. Hence, we felt this was an important message we should send out to our consumers via a quirky story of a memorable character and the people around her. This festive season, we wanted people to ‘See Better. Live Better. And #DekhoMagarPyaarSe!’ ”

Speaking about the campaign, Mithun Mukherjee, ECD, Kinnect said: “With Bausch and Lomb, we are constantly looking to break new grounds when it comes to storytelling. When the current brief came to us, we knew that attracting the attention of the consumer during the festive season would require us to do something that would be relatable with the larger masses. Humour is something that we have dabbled with in the past, but wanted to give a fresh lease of life to, with a whole new story. The result was #DekhoMagarPyarSe - a story that pays homage to Old Bollywoodesque cinema through the depiction of a protagonist who is suffering from a case of mistaken identity. With a fun filled narrative and some fast-paced storytelling, we found a unique way to bring the problem of tackling Presbyopia with Bausch + Lomb lenses, to light.”