MUMBAI: Following a multi-agency pitch, DDB MudraMax has bagged the media duties of the US eye health product giant - Bausch and Lomb.

DDB MudraMax would be partnering with the Bausch & Lomb for their ATL media planning and strategy requirements. The agency will also utilize its expert approach, analysis, understanding of consumer and value proposition to further strengthen the position of the brand in the Indian market.

Vision Care at Bausch & Lomb business unit head – Indranil Chakravarty added, “The contact lens user base is low in India due to various myths and perceptions which are far from reality. It is perceived as difficult to wear, uncomfortable and above all costly. Bausch & Lomb is trying to grow the category by targeting the bottom of pyramid by introducing iConnect which at INR 200 p.m is the most affordable lens in its category. This will redefine the entry level prices for contact lens user in India. Bausch and Lomb is the category leader in India and through mass communication we are trying to expand the category and create awareness. We are happy to partner with DDB MudraMax and are banking heavily on their expertise to spread our communication far and deep amongst our target segments and geographies.”

Bausch & Lomb India SAARC – MD Sanjay Bhutani said, “Contact Lens industry in India is at a very nascent stage with penetration rate of around 6% of the population requiring vision correction. As a market leader it becomes our responsibility to grow the category through increasing penetration and reach with more market appropriate products.”

DDB MudraMax-Media EVP Tarun Nigam said “Bausch & Lomb was looking at a very specific set of interventions for their brand. This assumed greater importance as the brand has been absent from mass-media for the last few years. The win is a result of an amalgam between strategy and creative media application, to ensure best possible message targeting.”