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  • SUB CATEGORY :
    AMBIENT: SMALL SCALE
  • ENTRANT COMPANY :
    OGILVY, MUMBAI
  • TITLE :
    EYE TEST MENU
  • BRAND :
    TITAN EYE +
  • ADVERTISER :
    TITAN COMPANY LIMITED
  • AGENCY :
    OGILVY, MUMBAI
  • CHAIRMAN :
    HEPHZIBAH PATHAK
  • PRESIDENT & HEAD OF OFFICE :
    TITHI GHOSH
  • CHIEF EXECUTIVE OFFICER :
    V R RAJESH
  • GLOBAL CHIEF CREATIVE OFFICER :
    LIZ TAYLOR
  • CHIEF CREATIVE OFFICER APAC :
    REED COLLINS
  • CHIEF CREATIVE OFFICER :
    KAINAZ KARMAKAR (OGILVY INDIA)/HARSHAD RAJADHYAKSHA (OGILVY INDIA)/SUKESH NAYAK (OGILVY INDIA)/PUNEET KAPOOR (OGILVY SOUTH)
  • EXECUTIVE CREATIVE DIRECTOR :
    KISHORE MOHANDAS
  • CREATIVE DIRECTOR :
    R KARTHIK/PREM THYAGARAJAN
  • ART DIRECTOR :
    AGASTYA MANMOHAN
  • COPYWRITER :
    PUNEET KAPOOR/KISHORE MOHANDAS/R KARTHIK
  • DESIGNER :
    AGASTYA MANMOHAN
  • ILLUSTRATOR :
    AGASTYA MANMOHAN
  • CLIENT SERVICE DIRECTOR :
    PRIYANK VAGHELA
  • ACCOUNT DIRECTOR :
    AYUSHI HALDAR
  • ACCOUNT MANAGER :
    SAHANA Y
  • HEAD, EXPERIENTIAL MARKETING & BRANDED CONTENT :
    KRISHNAKANT MISHRA
  • STRATEGIC PLANNING DIRECTOR :
    PREM NARAYAN
  • STRATEGIC PLANNING MANAGER :
    EASO JOHN
  • STRATEGIC PLANNER :
    SAURABH K V KAMALAKARAN/ASHWIN RASQUINHA
  • EXPERIENCE & ACTIVATION TEAM :
    KISHOR MANJREKAR/JAY THACKER
  • FILM PRODUCTION COMPANY :
    ABSOLUTE PRODUCTIONS, MUMBAI
  • DIRECTOR :
    AMIT KUMAR MISHR
  • EXECUTIVE PRODUCER :
    PRAFULL SHARMA
  • FILM PRODUCER :
    ZAHOOR QADIR
  • MUSIC DIRECTOR :
    DUB SHARMA
  • CAMPAIGN SUMMARY :
    On Indian roads, 1 in 3 truck drivers have compromised vision. Which explains why trucks and lorries are involved in over 25,000 crashes and over 10,000 deaths. Most truckers come from the lowest income groups & find clinical or prescriptive communication intimidating, making them averse to getting their eyes tested. Since they refused to get their eyes tested, as one of India’s leading eyecare brands, we devised a solution & went to them. On the run up to world sight day, we launched the Eye Test Menu. In the middle of their long journeys the truckers pitstop is at the ubiquitous Indian dhaba, that serves them home-style food. We removed the old menus from the tables & the walls, and replaced it with our eye test menu, which was the only way to order food. The Eye Test menus were designed in consultation with optometrists. It used fonts & motifs that are prevalent in the vibrant truck art of India. This made the tests less intimidating to the truckers by using something they were familiar with. As they read through the menu, they realised that they had trouble reading certain dishes. Once the truckers knew they had a problem, we had an optometrist on-site to conduct a thorough eye exam. Which was free of cost & would determine what would be the corrective prescription spectacles. The glasses were then shipped to their home addresses. As a result of the number of truckers tested, over 42,000 potential accidents were avoided. The activity was picked up by national & regional media outlets. Other brands and organisations such as TATA Motors, National Highway Authorities of India and United Nations, India have offered to partner and further the cause. This is the power of the Eye Test Menu, making the roads of India safer.
  • CREATIVITY/IDEA/INSIGHT :
    One in three truck drivers have compromised vision leading to over 25,000 crashes and over 10,000 deaths. These drivers are from the lower income groups, and they find clinical communication intimidating.
    Since they didn’t want to come to us to get their eyes tested, we decided to go to them. Dhabas are highway eateries frequented by truck drivers. These are present across India.
    We decided to take over these dhabas, we remove the old menus from the tables and the walls, and replaced it with our eye test menu, which was the only way to order food.
    The Eye Test menus were designed in consultation with optometrists. It used designs and motifs that are prevalent in the vibrant truck art of India. This made the tests less intimidating to the truckers by using something they were familiar with.
    As they read through the menu, they realised they had trouble reading certain dishes. Once the truckers knew they had a problem, we had optometrist on site to conduct a thorough eye exam. Which was free of cost and would determine what corrective prescription spectacles would be. The glasses were then we shipped to their home addresses.
  • STRATEGY :
    Having compromised vision as a truck driver is a situation of life and death. Since the truckers find clinal and prescriptive communication intimidating. We needed a way to make them realise they have a problem in the most organic and non-intrusive manner possible.
    Which is why we identified the Dhaba as a venue - a place where truckers stop to grab a bite, talk and grab a much needed break from their gruelling journeys. And the menus served as a perfect device to convert to an eye test. We worked meticulously with our leading optometrists to convert these menus to effective eye tests that could be used to detect a variety of defects and conditions.
    The use of truck art, fonts and motifs in these menus were also a conscious choice as it made the test less clinical and borrowed familiar elements from the world of the truckers.
  • EXECUTION :
    Dhabas across India are unique and ones from different regions have their own dishes and are written in that specific local language. Since these menus had no fixed template, we had to create menus that were unique to each dhaba and local language, while ensuring the layout would make it a valid eye test.
    We also had to scout each dhaba well in advance to determine the optimal size and placement of the menus, tent cards, signages etc. so that they would function as a proper eye test.
    We had optometrists on ground to ensure that the eye tests were valid and offered assistance to the truckers if they had a problem.
    The menu designs were extensively researched to use elements from the world of trucking, designs, motifs and colours that were familiar to the truckers while ensuring it wouldn’t compromise the eye test, but compliment it.
    These menus where then implemented across dhabas in India. Sticking to the theme of trucking, We had signs with popular sayings seen on trucks tweaked to promote our eye test menu. Even the packaging case of spectacles had the same design theme.
  • RESULT :
    Launched on the run up to World Sight Day, the activity was an instant success. First spreading like wildfire among the trucker community. Truckers found this a novel idea and were surprised to find out they had compromised vision and the fact that it affected their driving.
    They immediately phoned fellow drivers and asked them to stop at our dhabas and get their eyes tested.
    The media picked up on this and received coverage in national and regional outlets, with earned media around Rs. 5 million.
    And other brands and organisations such as TATA Motors, The National Highway Authorities of India and United Nations, India have offered to partner and further the cause.
    With the number of drivers tested till date, around 42,000 potential accidents have been avoided.
    This is the power of the Eye Test Menu, making the roads of India safer.