Brands
Johnson & Johnson Vision’s ACUVUE onboards Ranveer Singh
Mumbai: Johnson & Johnson Vision, a global leader in eye health and part of Johnson & Johnson MedTech, has announced that it has joined hands with Superstar Ranveer Singh to encourage Gen Zers and millennials to try contact lenses. The campaign is aimed at amplifying ACUVUE’s mission to build awareness for eye health and welcome new contact lens wearers.
It focuses on:
- Emphasizing ACUVUE as the #1 selling brand family of contact lenses worldwide*, thereby motivating consumers to try contact lenses
- Encourage consumers to consult an optometrist for an eye check-up and a great first-time contact lens fitting experience
- Introducing small packages at accessible pricing to bust myths about high price points of contact lenses
Over the last few years, ACUVUE has spearheaded the transformation of eye health in India. The brand has adopted effective measures to understand the need of Indian consumers and address their apprehension around the usage of contact lenses. In fact, ACUVUE is relentlessly working towards bridging the gap between consumers and optometrists by increasing awareness around the category and motivating consumers to go for regular eye check-ups.
Consumers often turn to their peers for advice on contact lenses instead of consulting an expert. This campaign is an effort to lead consumers to consult an optometrist, who should be their first port of call for information on contact lenses as well as spread awareness about eye health in a light-hearted and meaningful way. With Ranveer Singh headlining the campaign, we hope to build a strong, committed, and engaging connect with the youth in India.
Talking about the launch, Johnson & Johnson Vision business unit director – vision care India Tiny Sengupta said, “ACUVUE is leading by example and transforming eye health in India by creating awareness around contact lenses. ACUVUE is the #1 selling brand family of contact lenses worldwide, but the contact lens usage is still low in India. We are on a mission to make ACUVUE the No.1 choice of contact lens brand In India.
The campaign intends to build a behavior amongst the youth of going for a regular eye check and asking an expert before trying contact lenses for the first time. We aim to make contact lenses accessible for the consumers and ensure that consumers are equipped with the right set of information about contact lenses, amidst all the surrounding myths and misconceptions about the category.
We are excited to welcome Ranveer Singh onboard, India’s youth icon, and harness his power to expand our reach to a wider audience. His influential voice will be instrumental in connecting with more consumers and spread awareness about the benefits of ACUVUE. His charisma and popularity among the youth will be helpful in building a new generation of well-informed consumers. Through this campaign, we are excited to continue transforming the trajectory of eye health in India.”
Expressing his excitement about the new collaboration, superstar Singh added, “It is an absolute pleasure to join ACUVUE in their journey to lead conversations around eye health in India. This campaign gives me an opportunity to inform the youth on the importance of eye health. I am looking forward to the young consumers to join me in this journey by visiting an optometrist for their first contact lens fitting experience.”
The #AcuvueSePoochho campaign has a humorous touch, leaving the audience with a call to action to visit www.Acuvue.co.in for the right information on contact lenses. Conceptualized by Ogilvy India, #AcuvueSePoochho pioneers the conversations around a reliable source for information on contact lenses and importance of meeting with optometrists for their expert guidance.
Brands
Sotrue crosses Rs 100 crore ARR, rides digital-first growth in beauty market
Lean marketing and ‘glow-first’ products help brand scale fast across Bharat
MUMBAI: Sotrue, a fast-rising player in India’s beauty and personal care space, has crossed the Rs 100 crore annual recurring revenue mark, underlining the growing appetite for consumer-first, digital-led brands in the country.
The milestone comes within a relatively short period since launch, positioning the brand as one of the quicker success stories in a crowded and competitive category. Its rise has been fuelled by a tight focus on product simplicity, efficient capital deployment, and a sharp understanding of evolving consumer needs, particularly in non-metro markets.
At the heart of Sotrue’s strategy is a clear, almost minimalist insight: deliver visible “glow” without the burden of complex routines. That thinking translated into early wins, with its strobe cream quickly gaining traction and becoming a breakout product for the brand.
Speaking on the milestone, Sotrue founder Gautam Khosla said, “Reaching Rs 100 crore ARR so quickly is a reflection of staying true to one clear vision, building for real women with real needs. We focused on creating products that deliver instant results while being rooted in authenticity and trust. As we scale, our mission remains the same: to build India’s most loved glow-first beauty brand without compromising on what makes us relevant to our consumers.”
Unlike many peers that rely heavily on big-budget campaigns, Sotrue has taken a leaner route. Its marketing playbook leans on authenticity, working with influencers to create relatable, experience-led content rather than high-gloss advertising. This approach has helped the brand build both acquisition and retention without overspending.
A digital-first engine has further powered its growth, with nearly 90 percent of revenue coming from online channels. Offline retail plays a supporting role, helping the brand extend its reach while maintaining a strong e-commerce backbone.
Product development, meanwhile, has been closely tied to consumer feedback, particularly from Tier 2 and Tier 3 cities. Insights gathered from these markets have shaped everything from formulations to shade ranges, allowing the brand to stay relevant and differentiated in a segment often criticised for one-size-fits-all offerings.
Looking ahead, Sotrue is setting its sights higher. The company is targeting Rs 200 crore in revenue in the coming fiscal year, alongside plans to expand into adjacent categories across face, eyes, lips and body.
As India’s beauty market continues to evolve, Sotrue’s rapid climb suggests that brands built on clarity, consistency and consumer insight may well have the brightest glow.
