MUMBAI: Bausch and Lomb, a leading global healthcare company, touches upon an interesting twist in their new campaign crafted by FCB Ulka. The twist of being in close proximity to what one really wants, and yet eventually missing out on them. Hence leaving one a spectator in certain situations, when they could have clearly been an active participant.

Talking to young life enthusiasts, who are out there grabbing opportunities, packing their days and their nights, the Campaign makes this point with wit and humor. Through two situations - a mega sale offer, and a high octane rock show, the idea is brought to life.

Bausch & Lomb managing director India & SAARC Sanjay Bhutani said, "By introducing ‘IConnect’ contact lenses we are targeting at bottom of the pyramid to expand the overall category. Bausch & Lomb brand is a great asset and this campaign would further help to build & take the brand to the next stage."

Bausch & Lomb commercial director, business unit head, vision care Indranil Chakravarty added, “The contact lens user base is low in India due to various myths and perception which are far from reality. We are trying to expand the category and create awareness.”

FCB Ulka national creative director Surjo Dutt said, “Bausch &Lomb breaking a TV campaign after eight years made the challenge juicier. The objective was very clear – reach out to the youth and bring them into the category. So we created communication based on the simple insight that in today’s world, it doesn’t take more than a second to miss a great opportunity," he added.