Bausch and Lomb's multifocal lenses were targeted towards people with Presbyopia.
A condition where nearby vision deteriorates with age. People would usually correct this condition with prescription glasses, but almost 33% of the affected population still lived with uncorrected Presbyopia.
People suffering from Presbyopia would usually
squint to see nearby objects clearly.
This squinting gave them a weird expression that was misinterpreted as being 'rude'.
A fictional character- Mrs. Sharma, who squints and makes weird faces to see clearly, and gets misunderstood by people as being 'judgmental' or 'angry'.
The Bollywood climax was that she had Presbyopia, and all she needed were some new contact lenses.
We made medical advertising interesting, entertaining, and non-prescriptive.
From the quintessential bollywood-vibe film, the retro music, to the handpainted artwork reminiscent of 80s and 90s movie posters. Even the film name 'Dekho Magar Pyaar Se' (See, but with loving eyes) took the campaign far away from being prescriptive and boring