Ad Campaigns
‘Don’t be a spectator!’ says Bausch and Lomb
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.
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.
