Johnson & Johnson Vision has announced that it has joined hands with actor Ranveer Singh to encourage gen Z and millennials to try contact lenses. Additionally, the company has also launched a campaign #AcuvueSePoochho.
As per the company, the campaign is aimed at amplifying ACUVUE’s mission to build awareness for eye health and welcome new contact lens wearers.
The #AcuvueSePoochho campaign has a humorous touch, leaving the audience with a call to action to visit the company’s website for the right information on contact lenses.
Talking about the launch, Tiny Sengupta, business unit director, Vision Care India, Johnson & Johnson Vision, said, “The campaign intends to build a behaviour amongst the youth of going for a regular eye check and asking an expert before trying contact lenses for the 1st time. We aim to make contact lenses accessible for the consumers and ensure that consumers are equipped with the right set of information about contact lenses, amidst all the surrounding myths and misconceptions about the category. We are excited to welcome Ranveer Singh onboard and harness his power to expand our reach to a wider audience. His influential voice will be instrumental in connecting with more consumers and spread awareness about the benefits of ACUVUE. Through this campaign, we are excited to continue transforming the trajectory of eye health in India.”
Moreover, the campaign focuses on encouraging consumers to consult an optometrist for an eye check-up, introducing small packages at accessible pricing to bust myths about high price points of contact lenses.
The campaign is conceptualised by Ogilvy India.
“It is an absolute pleasure to join ACUVUE in their journey to lead conversations around eye health in India. This campaign gives me an opportunity to inform the youth on the importance of eye health. I am looking forward to the young consumers to join me in this journey by visiting an optometrist for their first contact lens fitting experience,” Ranveer Singh added.