Bausch + Lomb's Yolo Baba inspires people to ditch digital screens and reconnect with nature

FCB Kinnect launched a new-age campaign for Bausch + Lomb, titled “Nayi Nazar Se Dekh”, urging individuals to break free from the digital realm and embrace real-life adventures.

The focal point is the introduction of the character, Yolo Baba, who serves as an inspiration for audiences to ditch the digital screen and reconnect with natur

The cinematic journey begins in a tranquil Ashram, perched on a remote mountain, where Yolo Baba imparts wisdom, addressing the everyday challenges faced by his disciples who rely on eyeglasses. His imparting wisdom is to use Bausch + Lomb’s BioTrue contact lenses – a solution mirroring the natural eyes.

“The core thought behind the campaign is to highlight that in recent times, we often witness more adventures on social media than we experience in real life. YOLO Baba serves as a reminder that life’s most enriching moments happen outside the screen,” stated Gitanjali Bhattacharya, Senior Creative Director, FCB Kinnect.

The campaign aims to inspire people to put down their devices and experience the world with their own eyes, authentic and unfiltered.

Mithun Mukherjee, Executive Creative Director, FCB Kinnect, added, “When Bausch + Lomb asked us to work on BioTrue, we knew there had to be a connect with the officegoers, but in a completely unexpected manner. We chose the classic trope of ‘zero to hero’ and superimposed it with a ‘rejuvenation centre’ motif. If ‘Dekho Magar Pyar Se’ was our last year’s runaway hit and got us on the Impact Creative Hotlist ’23, we chose to announce the new year with ‘Nayi Nazar Se Dekh’, a promise of 16-hour comfort with the daily disposable lenses. We look forward to continuing building on the platform for the rest of the year, with more fun content under this campaign.”

Sanjay Bhutani, Managing Director, Bausch + Lomb India, said, “Our focus aligns with the trend of consumers gravitating towards daily disposable contact lenses. We want to give consumers the freedom to live each moment to the fullest and pursue their passions without any hindrance. With the #NayiNazarSeDekh campaign, we aim to highlight our exceptional product, Biotrue daily disposable contact lens, and its unique design that mimics your natural eye, offering an excellent long-wearing experience.”

The film: 

Credits:

Agency: FCB Kinnect

Creative team: Mithun Mukherjee, Executive Creative Director; Gitanjali Bhattacharya

Creative Director, Nilesh Singh, Sr. Copywriter

Strategy: Harsh Vikram, Sr. Strategy Manager

Production: Manan Gala, Lead - Creative Producer

Design: Indradev Biswakarma, Group Head – Art; Koustav Mazumdar

Art Director, Devesh Chaudhary, Neha Datar and Pranati Jain, Sr. Visualizers

Client Servicing: Akshita Tambi, Sr. Account Manager; Shriya Jain

Account Executive, Keith Roy, Sr. Account Director

Production house: Kinnect Productions X Boathouse Media

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