In today’s hyper-connected world, where screens dominate work, play, and everything in between, maintaining eye comfort has become more crucial than ever. To meet the demands of this fast-paced, digital-first lifestyle, Alcon, a global leader in eye care, has introduced PRECISION1, India’s first contact lens powered by SmartSurface technology.

This is not just another daily disposable lens. It’s a solution designed for modern eyes constantly shifting between devices, environments, and activities. PRECISION1 is specifically engineered to cater to individuals with heavy digital screen time and active, on-the-go routines.

At the core of PRECISION1 lies a unique innovation known as SmartSurface technology. This advanced feature ensures that the lens surface retains more than 80 percent water, helping to deliver exceptional comfort for up to 16 hours. The result is long-lasting hydration, reduced dryness, and a smooth wearing experience that adapts seamlessly to the demands of modern life.

A growing number of people today rely on contact lenses to support their lifestyles, but many still face challenges with dryness, irritation, or discomfort over long hours. According to the Vision Needs Monitor Study of 2024, about 34 percent of contact lens users in India stopped wearing lenses due to lifestyle changes. These changes include increased screen time, a shift toward more mobile routines, and rising environmental stressors like pollution and dry indoor air.

Alcon’s PRECISION1 directly addresses these concerns. It empowers users to embrace their day with confidence, whether they are commuting to work, exercising at the gym, or attending evening events. The lenses are crafted for consistent performance from the moment they are worn until the end of the day, offering not just clarity of vision but peace of mind.

To introduce PRECISION1 to Indian consumers, Alcon has launched a nationwide campaign titled Switch to PRECISION1. Live from April 29, 2025, the campaign has been developed in collaboration with creative agency Scarecrow M&C Saatchi. It highlights the everyday struggles of contact lens wearers and positions PRECISION1 as the smart solution they’ve been waiting for.

At the heart of the campaign is an inspiring short film featuring Khushi, a young woman representing India’s energetic, multitasking generation. The film follows her through a busy day filled with meetings, workouts, and social engagements. It beautifully captures her transformation after switching from ordinary lenses to PRECISION1. No dryness. No discomfort. Just clear, uninterrupted vision and a sense of ease.

The campaign emphasizes that choosing the right lens can make a significant difference in how one navigates life. PRECISION1 allows wearers like Khushi to move confidently through each part of their day without pausing to deal with lens irritation or visual fatigue.

Abhijit Ghone, Country Franchise Head of Alcon India – Vision Care, shared his thoughts on the launch, stating that they are excited to bring PRECISION1 to active lifestyle wearers who demand cutting-edge innovation, premium comfort, and ease of use. He added that Alcon, as a global eye care leader, continues to invest significantly in research and development to enhance vision solutions for modern needs.

Echoing this sentiment, Mahesh Yermal, Head of Marketing at Alcon India – Vision Care, emphasized the human story behind the product. He explained that the campaign is not just about lenses, but about the emotional and practical freedom they bring. By switching to PRECISION1, users gain an invisible yet powerful tool to help them succeed in their day-to-day lives.

With its one-day disposable convenience, SmartSurface hydration, and design geared toward dynamic living, PRECISION1 is redefining what wearers should expect from contact lenses. These lenses aren’t just a medical device—they’re an enabler of ambition, movement, and confidence.

This product represents a meaningful shift in how eye care technology supports contemporary lifestyles. It is especially relevant in India, where young professionals and students are spending more time online than ever before. Digital eye strain and lens fatigue are real concerns, and the need for smarter solutions is growing.

Alcon’s answer to this challenge is clear. PRECISION1 is positioned as a daily disposable lens that offers superior comfort and performance, helping users meet their goals without compromise. Whether someone is typing up a late-night report, catching a train, or enjoying a night out with friends, PRECISION1 ensures their eyes are as ready as they are.

In a market flooded with generic options, PRECISION1 stands out as a thoughtful, technologically advanced alternative that speaks to real consumer needs. It is designed to empower people to focus on what matters most—not on their lenses.

The call to action is simple: don’t settle for ordinary. Make the switch. Choose clarity. Choose comfort. Choose confidence.

Switch to PRECISION1.

Author: Janvi Joshi