By Martin Burns
A new promotion by Bausch + Lomb for its high definition contact lenses has been rolled out in India.
The contact lens manufacturer is aiming to increase awareness of its new range of lenses in Mumbai and Delhi thanks to a new Outdoor Media Integrated campaign, afaqs.com reported.
Indrajit Sen, chief executive of Laqshya Media, of which OMI is a division, said that the key for Bausch + Lomb was boosting visibility and highlighting the vision benefits that the products provide.
"To get the best visibility for this campaign posed a different challenge, as the choice of media sites not only had to do justice to the refreshing creative, but also communicate and educate the audience on the technology used to develop the lenses," he told Afaqs.
Meanwhile, the contact lens manufacturer is also altering the directions of use on its Renu Fresh multi-purpose contact lens solution in a bid to improve the manner in which customers store and handle lenses, by removing the phrase 'no rub'.
by Emily Tait