Bausch + Lomb’s YOLO Baba Redefines Vision

In a digital age, #NayiNazarSeDekh from FCB Kinnect literally asks for a change in perspective, urging a rediscovery of adventure.

In a world dominated by virtual experiences, 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 being the introduction of an intriguing character, YOLO Baba, who serves as an inspiration for audiences to ditch the digital screen and reconnect with nature.

The cinematic journey begins in a tranquil Ashram, perched on a remote mountain, where YOLO Baba imparts profound 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, Sr. Creative Director, FCB Kinnect.

The campaign aligns with Bausch + Lomb’s commitment to enhancing the quality of life by providing innovative vision care solutions. By leveraging FCB Kinnect’s creative prowess, the collaboration seeks to inspire a generation to put down their devices and experience then 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 center’ 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.”