Summary
Bausch & Lomb's festive season campaign for multifocal lenses targeted people over-40s in metros, addressing the low awareness of Presbyopia. The campaign, centered around the character Mrs. Sharma, humorously tackled the social awkwardness caused by squinting, a common Presbyopia symptom. Emphasizing that better vision doesn't equate to looking old, the campaign, infused with 80s Bollywood nostalgia, aimed to stand out during Diwali's advertising clutter with the tagline "Dekho Magar Pyaar Se".
Challenge
The Objective was to build awareness around multifocal lenses that are the best and easiest solution for Presbyopia. Show that better vision need not come at the expense of looking old but compromising on your vision can come at the cost of social awkwardness. Maximize visibility for the creative, drive brand metrics for a product brand which isn't top of mind during the festive season. The campaign addressed the reluctance of the target group to wear prescription glasses, seen as a sign of aging. With 33% of uncorrected Presbyopia in India, this overlooked problem presented an opportunity. Our strategic objective with the #DekhoMagarPyaarSe campaign was to showcase the fact that compromising on one's vision could come at the cost of social awkwardness! And with Bausch and Lomb BioTrue Multifocal lenses one can See Better Live Better. Launching before Diwali, the campaign aimed to stand out amidst the festive advertising clutter. As a pharmaceutical brand, it had to find a humorous, engaging way to convey its message during a period typically dominated by emotional storytelling.
Objective
Bausch & Lomb had decided to promote their multifocal contact lenses during the festive season, so TG was above 40 years of age, living in metros.The knowledge of multifocal contact lenses among our TG was negligible, hence there was a need of a campaign that educates them about it and encouraging them to consider it. We began with almost no reference point, with just research as our guide. And we came across the insight—After 40 years of age, people start having trouble seeing nearby objects clearly. The condition is called Presbyopia. It usually happens with age, which means everyone experiences it or is bound to experience it. But it has a temporary, nay, momentary fix, squinting. It unblurs the person's vision for a few seconds, enough for them to figure out what the object in front of them is.
Strategy
We started by developing a character, Mrs Sharma, a 40-something woman living with Presbyopia, who often squints to see nearby objects or people. This gives her a weird, almost judgemental expression. This has made everyone around her, fear her, get intimidated by her. In India, the perception of middle-aged women is such that they're innately judgemental of everyone around them. We decided to flip this perception on its head. And create a story where this woman is misunderstood as a judgemental person while she's just trying to see clearly.This campaign was focussed on our TG that's 40 years and above. Squinting to see clearly was commonplace for our TG, so much so, that many of them didn't realise they were doing it before watching the film, as highlighted by the responses we received. The tonality of the campaign was deliberately humorous and inspired by 80s Bollywood movies, to bring in nostalgia that our TG would enjoy. The communication, "Dekho Magar Pyaar Se" (See, but with loving eyes), the script was inspired by the dramatic, almost comical narration of old Bollywood films. All in all, we intended to create a campaign that was from a pharmaceutical company, but wasn't dull, preachy, and serious.
Data
This is a first of its kind campaign from a Health and Pharma company for Multifocal contact lenses, a product which was relatively unknown. Bausch & Lomb had had this product in the market for years but hadn't figured a way to advertise it. The missing piece of the puzzle was a sharp insight that'd resonate with all 40-somethings in India. Dekho Magar Pyaar Se was a clutter-breaking campaign that stood out during the festive season with its unique storytelling and 80s style treatment, which is quite unexpected from a pharmaceutical brand.
Solution
Results
As a topical campaign Dekho Magar Pyaar Se delivered an astounding 2% absolute brand lift which is amongst a higher detectable slab as per Google benchmarks. We achieved an 8% relative brand lift and 2.7% headroom lift. We outperformed the planned metrics by 1Mn in reach & views, achieved additional frequency of 33% as per planned, attained 35.46% VTR which is 22% additional as compared to planned. The brand saw an increase in organic search and website traffic during the campaign period. The media creative optimization allowed us to reduce the CPV by 11% as compared to planned. It's a clear sign that our audiences lapped up the advert with high intent and enjoyment.
