Ad Campaigns
Bausch + Lomb addresses Presbyopia in its festive campaign
Mumbai: Bausch + Lomb has launched a new campaign “Dekho Magar Pyaar Se” in partnership with FCB Group India’s Kinnect.
The campaign proposes a way to enjoy the festive season without spectacles ruining your look, all while negating that judgmental look. So look, but look with loving eyes. It revolves around a condition called “presbyopia,” which affects near-vision in adults (typically above 40 years of age).
The solution promoted in this campaign is Bausch + Lomb multifocal contact lenses, a way to correct presbyopia, to continue looking young and to look at those around you with love.
Speaking of this campaign, Bausch + Lomb head of marketing Sana Lairellakpam said, “This festive season we wanted to do something different yet meaningful for our consumers. Presbyopia is something that affects everyone as they cross 40+ years of age, and Bausch + Lomb Multifocal contact lenses can help them. However, many people are not even aware that multifocal contact lenses exist—which can help 40+ people see clearly near, far, and everywhere in between. This means Bausch + Lomb multifocal contact lenses can help them retain their natural look while correcting their vision. Hence, we felt this was an important message we should send out to our consumers via a quirky story of a memorable character and the people around her. This festive season, we wanted people to ‘see better, live better and #DekhoMagarPyaarSe!’”
Adding to it, Kinnect ECD Mithun Mukherjee said, “With Bausch and Lomb, we are constantly looking to break new ground when it comes to storytelling. When the current brief came to us, we knew that attracting the attention of the consumer during the festive season would require us to do something that would be relatable to the larger masses. Humour is something that we have dabbled with in the past, but wanted to give a whole new lease of life to, with a whole new story. The result was “#DekhoMagarPyarSe”—a story that pays homage to old Bollywoodesque cinema through the depiction of a protagonist who is suffering from a case of mistaken identity. With a fun-filled narrative and some fast-paced storytelling, we found a unique way to bring the problem of tackling presbyopia with Bausch + Lomb lenses to light.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
