``The programme aims at increasing awareness levels about vision correction and the necessity of frequent eye check-ups amongst the target audience,'' says Johnson & Johnson, vision products, general manager Rahul Patani. Lack of awareness is certainly an obstacle for the company, which is targeting as potential customers, those urban dwellers who require vision correction. According to the company, close to 50 per cent of Indians requiring vision correction, are not even aware of their growing need.

For a change, product trials are not the focal point of the current Johnson & Johnsoncampaign. ``The emphasis is on educating school children and college students rather than getting them to try our products this time,'' says Patani.

Product trials have played a pivotal role in J&J's marketing strategy earlier, for its disposable contact lenses. This time, however, the company seems to be content with creating brand awareness and and bringing about a change in attitudes towards eyecare amongst the target audience. ``The idea is to catch the potential customer at an impressionable age and establish a lasting relationship with him or her from there on,'' adds Patni.

Accordingly the company will reach out to close to ten colleges and five schools every month for the next six months as part of the on-going programme, informs Patani.

In yet another promotion drive to be launched later in the year the company will launch mobile vans equipped with facilities for free eye check-ups and vision screening in the top six cities of the country.

The company has been using a mix of mass mediaadvertising and below-the-line promotions to expand the disposable contact lenses market in the country. Although there are no immediate plans for launching a fresh mass media campaign the company is working on a press campaign to be launched shortly.

The on-going promotion coincides with the company's plans for the formal launch of Surevue, a monthly lens and the One-day Acuvue, a daily lens.As per company claims, the share of disposable contact lenses is up from a minuscule base of 10 per cent of total contact lens fittings last year, to 20 per cent in the key markets, currently. J&J Vision Products enjoys a 65 per cent share of the disposables pie in the country, claims the company.

The company has Eye Care Practitioners in the top six cities of the country. The company's distribution network covers 40 Indian cities in all, currently.