By Adrian Galbreth
Johnson & Johnson is launching a new free WAP application in India to promote Acuvue contact lenses.
The application, created with the contact lens firm"s India division and OMD Digital, assists users in keeping themselves hydrated by reminding them to drink water throughout the day.
Based on factors such as weight and activity level, the application optimises its user interaction and keeps track of how much water has already been consumed.
At 18:00 local time, users are asked if their contact lenses feel dry and are offered to try 1 Day Acuvue Moist for free.
Beerajaah Sswain of OMD told Indian publication the Economic Times: "We believe that the results here will reaffirm to us that today"s consumers want more personalised content via addressable media like the mobile in the near future."
Recently, GuruFocus reported figures showing that Cooper Companies president and chief executive officer Robert S Weiss had bought 1,000 shares in the business.
Share prices were reported to be worth $24.31 (£14.89) on average.
by Martin Burns