The Hindu Business Line : Transitions Optical plans mega ad campaign on UV-protected eyewear

New Delhi June 7 Transitions Optical, a global manufacturer of plastic photochromic lenses, will be launching a multi million-dollar campaign in India.

"The television commercial alone is of more than $1 million (Rs 4 crore) and is expected to be on air during September-October," said Mr Paul F. Peiffer, Managing Director, Transitions Optical Asia. The campaign is being designed by Dentsu Communications.

Transitions Optical is also increasing its sales and distribution strength, and hopes to reach a larger market and increase awareness on the need for ultraviolet rays (UV)-protected eyewear in the country.

Compared to 80 per cent of people aware of the risks from UV rays to the skin, only 4-12 per cent of the population is aware of sun-related eye problems. And this is true for both developed as well as developing markets, says Ms Bette Zaret, Vice-President, Global Strategic Marketing, Transitions Optical.

Ms Zaret, who was in the Capital to launch the company's global Healthy Sight for Life Fund in India, believes there is a greater urgency to the issue here.

Risk to child

"India also has a large young population, and children are at a greater risk than adults. Children below the age of 10 have a completely transparent crystalline lens, which allows UV rays straight to the retina.

"Children spend three times more time than adults outdoor, and thus 80 per cent of the UV damage occurs before the age of 18," says Ms Zaret, adding that India's proximity to the equator makes it more vulnerable to UV ray exposure.

First beneficiaries

Sightsavers International and Dr Shroff's Charity Eye Hospital are the first to benefit from the fund that hopes to support charitable organisations, institutes and individuals working in the field of eye care.

Transitions Optical has planned street plays, promotions at high traffic centres like coffee shops and an `Eye Didn't Know That!' exhibition to kick-start its awareness campaign.

The Florida-based joint venture between US-based PPG Industries and the French Essilor International was the first to launch commercially-viable plastic photochromic lenses in 1991, and set up its Indian operations in 1999 with a sales office in Bangalore.