Latest technology allows 16 hours of comfortable wear of contact lenses Bausch and Lomb, the market leader in contact lenses and lens care solutions in India, launched a new digital campaign for its product –Bausch + Lomb Ultra, which provides 16 hours of comfortable wear. The campaign includes a series of six digital ads – 3 renditions each of 15 seconds and 6 seconds. The ads are humorous in tonality and frown upon the awkward situations that arise due to the discomfort from wearing contact lenses for long hours. Bausch+Lomb Ultra has been introduced as the perfect solution to these problems. Speaking about the campaign, Sanjay Bhutani, Managing Director, Bausch and Lomb India commented, ‘We at Bausch+Lomb have been thriving to make products that are consumer friendly, since decades. As times have changed and things are becoming digital, a chunk of the population is exposed to some or the other form of Digital screen. As a matter of fact, a spectacle wearing millennial typically spends 10-12 hours a day on multiple screens. This tends to dry out the eyes and thus making contact lens usage uncomfortable. To overcome this, we have launched Ultra-16 hour comfort lenses which could be worn up to 16 hours without any discomfort.’ The ads have been conceptualized, developed and shot by FCB-Ulka. Surjo Dutt,National Creative Director, FCB-Ulka said, ‘In a category as silent as contact lenses, these quirky films will stand out not just for their visual appeal but also for being so Sanjay Bhutani, Managing Director, Bausch+Lomb, Indiarelevant and with-the-times.’ Watch here https://www.facebook.com/BauschLombIN/videos/10160231220835397/