Most of us have spent a significant portion of our time on digital devices over the last two years. Be it scrolling through social media, binge-watching content, or responding to emails. This sudden increase in our screen time and growing dependence on the virtual world, has undoubtedly impacted our eyes. The need to focus on eye health and care has become paramount in these times.

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Johnson & Johnson Vision, India with its ACUVUE® contact lenses that come with eye-inspired innovations has gone beyond vision correction to address all lifestyle needs. ACUVUE® is the # no.1 selling brand family of contact lenses worldwide* and is now strengthening its presence in India with a focused strategy and clear aim - to enable India’s youth to see better and be their unstoppable self with its contact lenses that complement every aspect of their personality.

The brand has launched its new campaign #DekhteRehJaoge which highlights how contact lenses are becoming an integral part of Gen Z and millennial’s lives, encouraging them to pursue their ambitions and explore their potential with a clear vision. Also, what makes the campaign authentic is that it features real users of ACUVUE® lenses, capturing their experiences as they take on new challenges fearlessly and make their vision their identity.

Contact lens usage and eye health are rife with myths

It’s often easy to overlook our eyes when it comes to caring for our overall health. Moreover, myths and misconceptions surrounding the use of contact lenses and eye health abound. Ashok Pandian, Optometrist and Consultant- Professional Education & Development, Vision Care India, Johnson & Johnson Vision, says, “During most of my consultations, I see people coming with assumptions that contact lenses are not suitable for those with high power. Some even think contact lenses may not be easy to wear and others believe they are not safe when outdoors. But these are just myths, and we are here to debunk these myths and more.” Pointing out the common reluctance to start using contact lenses because consumers believe, for various reasons, that contact lenses are not suited to them, Ashok Pandian further adds, “What most people don’t realize is that the right contact lens may make one’s vision clearer and sharper. It can also improve all aspects of quality of life, including work, leisure, and sports. Not to mention bolstering self-confidence.”

The brand is encouraging consumers to visit an optometrist for regular eye check-ups in order to ensure good eye health. Johnson & Johnson Vision, India strongly recommends your first lens trial should be under the consultancy of an expert. ACUVUE® Contact Lenses are designed to be comfortable, hassle-free, helps consumers overcome the barrier of vision discomfort while making them feel confident about their appearance.

On a quest to help people see better

The brand’s new campaign film #DekhteRehJaoge gives a sneak peek into the lives of different ACUVUE® Contact Lens users on their journey to explore their creative freedom, appealing to the Gen Z and millennials to keep hustling. It reflects ACUVUE®'s vision to encourage consumers to be bold in owning up to their true personality. The quirky reimagination of the iconic song ‘In aankhon ki masti’ makes the film captivating, hooking today's youth to its narrative. ACUVUE® Contact Lenses are designed to offer the perfect mix of comfort and confidence along with the added push to explore the world instead of holding back.

Talking about the launch, Business Unit Director, Vision Care India, Johnson & Johnson Vision - Tiny Sengupta shares, “We are excited to see ACUVUE® Contact Lenses become a part of our consumers’ lives and allow them to see better and achieve more. ACUVUE® is the # no.1 selling brand family of contact lenses worldwide* but contact lens usage is still low in India. Our #DekhteRehJaoge campaign is an effort to bust myths and apprehensions about contact lenses and make it more accessible to India’s youth while encouraging them to go and try ACUVUE® contact lenses to unleash their potential and build their self-confidence. We intend to achieve this by promoting eye health awareness and increasing contact lens penetration in India with the help of leading optometrists to make the journey of new wearers effortless.”

A three-legged communication campaign has been designed to cater to the Gen Z and millennial consumers. The videos stand out because of the emphasis on every user’s unfiltered experience.

#DekhteRehJaoge is the first leg of the campaign. It is the first ever campaign to onboard real users of contact lenses and captures them unleashing their true potential through clearer vision. It stands out due to its quirky and captivating background score.

The second is a set of testimonial videos featuring real users sharing their experience with ACUVUE® Contact Lenses and their journey to a more confident version of themselves.

The third leg focuses on the eye expert or iGURU's integral role in enabling first time lens wearers to get accustomed to wearing lenses and busting myths around usage of contact lenses.

Thus, the campaign #DekhteRehJaoge is just the beginning of Johnson & Johnson Vision’s wider aim of familiarizing India with the importance of contact lenses and capturing stories of real contact lens users!

*Source Euromonitor International Limited; Eyewear 2022 edition; value sales at rsp, all retail channels, 2020 data; “Acuvue family of brands” represents aggregated sales of the following brands: 1-day Acuvue, Acuvue Oasys, Acuvue Advance, Acuvue, and Acuvue2

This is a partnered post.

First Published:May 22, 2022 11:07 AM IST