Johnson & Johnson Vision, a global leader in eye health and part of Johnson & Johnson MedTech announced that it has joined hands with Superstar Ranveer Singh to encourage Gen Zers and millennials to try contact lenses. The campaign is aimed at amplifying ACUVUE®’s mission to build awareness for eye health and welcome new contact lens wearers.
Over the last few years, ACUVUE® has spearheaded the transformation of eye health in India. The brand has adopted effective measures to understand the needs of Indian consumers and address their apprehension around the usage of contact lenses. In fact, ACUVUE® is relentlessly working towards bridging the gap between consumers and optometrists by increasing awareness around the category and motivating consumers to go for regular eye check-ups.
Consumers often turn to their peers for advice on contact lenses instead of consulting an expert. This campaign is an effort to lead consumers to consult an optometrist, who should be their first port of call for information on contact lenses as well as spread awareness about eye health in a light-hearted and meaningful way. With Ranveer Singh headlining the campaign, we hope to build a strong, committed, and engaging connection with the youth in India.
Talking about the launch, Ms. Tiny Sengupta, Business Unit Director, Vision Care India, Johnson & Johnson Vision, said, “ACUVUE® is leading by example and transforming eye health in India by creating awareness around contact lenses. ACUVUE® is the #1 selling brand family of contact lenses worldwide*, but the contact lens usage is still low in India. We are on a mission to make ACUVUE® the No.1 choice of contact lens brand In India. We are excited to welcome Ranveer Singh onboard, India’s youth icon, 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®. His charisma and popularity among the youth will be helpful in building a new generation of well-informed consumers. Through this campaign, we are excited to continue transforming the trajectory of eye health in India.”