According to Melissa Arulappan, regional head (south) at CV/WS, other agencies in the fray were Manning Selvage & Lee affiliate Hanmer and Partners Communications, Ogilvy PR and Burson Marsteller affiliate Genesis PR. The account was previously handled by Good Relations India.
CV/WS was appointed on the basis of the agency's credentials in India, and the existing association between Essilor and Weber Shandwick in the US.
'The PR objective is to position Essilor India as the leading player in the Indian ophthalmic optics market and showcase its product innovations. In addition, there is a need to build events for the opticians to help them sell better,' said Arulappan.
According to Arulappan, the Indian ophthalmic market is skewed towards conventional glass lens options, and consumers are hesitant to spend more on technologically superior lenses, where worldwide markets have moved on to more innovative materials. The Indian optician plays a significant influencing role in the buying decision.
Essilor SRF Optics, which opened for business in India in 1998, is headquartered in Bangalore and has regional offices in New Delhi and Mumbai.