Acuvue

Contact lens brand

Industry

Industry Contact lens brand

Role

Campaign strategy
Digital films
Website design
Social media management

Outcome

Improved eye health awareness and increased contact lens penetration in India.

ACUVUE is the world's #1 contact lens brand and the most trusted brand by eye care professionals globally. Manufactured by Johnson and Johnson, the ACUVUE brand has been providing high-quality contact lenses and exceptional eye care to patients all over the world for more than 20 years.

Context

India is one of the most under-tapped markets for contact lenses and the adoption rate is abysmally low. Unlike evolved Asian markets, the contact lens category in India is at extremely low penetration of 1%.

Campaign design
Marketing strategy
Video & photo production

Challenges

Lack of awareness
Myths around contact lenses
Adoption is the key

Insight

There exist an oversupply of myths surrounding contact lenses in India - ranging from – ‘Do they melt in your eyes?’ to ‘Can I wear them while having sauna?’ Our job was to design a campaign that leads to adoption of contact lenses by non-wearers.

Website

We created the website design for Acuvue India. The UI and site navigation extended the brand theme and the campaign. It serves as an ideal platform for those who want to pursue a fit and healthy lifestyle.

iguru’s

This campaign is a perfect example of insight-driven action. We researched the top 30 questions that spectacle users have about contact lenses. Then we brought together Optometrists from across India to answer these questions. The word 'adda' stands for - a congregation in Hindi. iGuru Adda – is a marketing property created for Acuvue India, where Optometrists share their knowledge to give thousands of Indians access to a clear and fit vision.

Testimonials

During the casting stage, we wanted to feature only those individuals who have made the switch from glasses to lenses. This lends an authentic flavour to the film, and then we created a series of real stories of the cast and their first interaction with lenses and the Acuvue brand and why they chose this brand over alternatives.

Social media management

To nurture the knowledge about AFIB amongst the audience, we designed and delivered social media assets for Instagram and Twitter.