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Bausch and Lomb India urges youth to ditch frames and switch to iconnect contact lenses

The campaign ‘Blame the Frame’ by FCB Ulka revolves around situations where spectacles get in the way of great experiences. The narrative takes this fight with spectacles head-on, while being humorous, cheeky and fun to appeal to the youth

Click on the Image to watch the TVC.

Bausch and Lomb India has launched a campaign, #BlameTheFrame, for its vision correction contact lenses — iconnect. It reminds the young Indian spectacle-wearer of embarrassing situations their spectacles have landed them in. These monthly disposable contact lenses have been specially designed for the youth and first-time users to suit their pockets and lifestyle. The campaign is aimed at urging the young bespectacled Indian to ditch their frames and switch to iconnect contact lenses.

The campaign ‘Blame the Frame’ revolves around situations where spectacles get in the way of great experiences. The narrative of the ads takes this fight with spectacles head-on, while being humorous, cheeky, and fun to appeal to the youth, with the added appeal of youth icon Nargis Fakhri.

Announcing the rollout of the digital campaign for iconnect, Sanjay Bhutani, Managing Director, Bausch and Lomb India, said, “Bausch and Lomb, the world over, is known for delivering quality and convenience to their consumers. We believe that we provide a great alternative to the conventional frames, which are often the reasons for embarrassing and funny situations for the wearers. With the #BlameTheFrame campaign, we are reiterating this fact, albeit in a lighter vein. We are extremely thrilled with the treatment we have given to this campaign and we are confident that we would be able to strike a chord with our audience. We are extremely happy to have Nargis Fakhri be a part of this campaign.”

Surjo Dutt, National Creative Director, FCB Ulka, says, “It’s been a great experience as always producing some exciting work for Bausch and Lomb this year. The brief was very clear: take the spectacles category head-on. And being the leader in the contact lenses category, we decided to do that in a light-hearted manner. We asked ourselves, ‘What if a once-in-a-lifetime moment passed you by unnoticed and your spectacles were to blame for it?’ ‘Blame The Frame’ is the campaign that was born out of that question. And it resonates very well with people who wear spectacles because they’ve all been in one messed up situation or another because of them. This is just the first film and we hope to make more soon."

The new campaign will see a digital release and will be seen across all digital platforms.

The film opens with a young man startled by a cut-out of Fakhri. As he’s preparing to take a selfies, he realises that there is someone walking towards him and he immediately asks the person to take a photograph of him and the cut-out, unknown of the fact that the person to whom he has handed his phone is the actual Fakhri, who is a bit taken aback by the odd request. After taking their photograph and handing the phone back to the man, we realise that he could not see clearly as his specs was in his pocket at the time. The film closes on the line ‘Blame the frame’ and a call to action to switch to contact lenses by Bausch and Lomb.

The TVC:


Client: Bausch and Lomb India

Managing Director, Bausch and Lomb India: Sanjay Bhutani

Agency: FCB Ulka

National Creative Director, FCB Ulka: Surjo Dutta

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