Alcon has launched its new daily disposable contact lenses called Precision1, made for all-day comfort. To support the launch, a new campaign titled ‘Switch to Precision1’ went live on April 29, 2025. The campaign has been created by Scarecrow M&C Saatchi and Alcon.
Precision1 lenses are made for people with active lifestyles who want comfort, convenience, and modern technology in their contact lenses. These lenses have a special moisture layer on the surface that holds over 80% water, helping keep eyes comfortable and moist throughout the day. They’re made from Verofilcon A, a new kind of silicone hydrogel, which makes the lenses highly breathable and comfortable even after long hours, up to 16 hours.
The campaign focuses on the common problems contact lens users face in India and how Precision1 solves them. It includes a film that follows Khushi, a young woman who switches to Precision1 lenses. After the switch, she confidently moves through her daily routine—from work to workouts to evening parties, with comfort and ease. The campaign sends a clear message: Choosing the right contact lens can make your day easier and more comfortable.