iconnect by Bausch + Lomb
Creating a new brand for Indian youth
Bausch + Lomb offers the world's most comprehensive portfolio of eye-care products. Reaching more than 100 countries, Bausch + Lomb is dedicated to perfecting vision and enhancing life.
Elephant, known for creating India focused brands for multi-nationals, was engaged by Bausch + Lomb to create a new brand of eye lenses targeted at the Indian youth. This is first instance of the company creating India specific brand.
The Contact Lenses category in India is dominated by expertise-led brands and is rarely adopted by the younger audience due to high recurring costs and inhibitions of use. The challenge was to create a specific offering for youth, positioning it as a lifestyle enhancement at affordable price.
Elephant team arrived at a strategy to express the brand that liberates (spectacled) youth from the barrier to connect with the world. Elephant named this brand “iconnect”, the pun of “i” to “eye” was intended. Packaging graphics were designed to look vibrant and stylish with illustrations of activities that captured freedom. Trust & expertise was built in the identity and typography of the product benefit communication, supported by strong corporate brand endorsement.
iconnect has been launched across India in 2011 and the initial results are quite encouraging with the youth embracing the new brand rapidly.
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