The encyclopedia · Marketing & Brand · Marketing decision · 2024
Titan Eye+ turned the truck-stop menu into an eye test to make India's roads safer.
One in three Indian truckers has poor vision; Titan replaced dhaba menus with optometrist-designed eye-chart menus so drivers screen themselves as they order.
Titan Eye+ · Ogilvy
the move
India has over 3.6 million truck drivers, and research showed one in three has compromised vision, a condition linked to crashes on poor highways. But drivers earn little, distrust clinical settings, and do not prioritise eye tests.
Titan realised it had to go to the drivers rather than wait for them. It picked dhabas, the roadside eateries where every driver stops, reads a food menu and relaxes, and turned the menu into the intervention.
The old menus were removed and replaced with eye-test menus designed with optometrists in the bold, familiar truck-art style. Ordering required reading the shrinking lines, and when a driver could not, optometrists on site ran free exams and shipped a correct prescription to his home.
The menus ran in over 382 locations across India, and the initiative sparked truckers to call fellow drivers to come and be tested, reducing what Titan estimated as a route to about 42,000 potential accidents prevented.
why it works
- Drivers would not seek an exam, so Titan brought the exam to the place they already stop every day.
- The menu was the test, so the encounter happened without a clinic or a lecture.
- Truck-art styling made the test feel familiar rather than clinical, so drivers took part.
- Reaching the driver not only sells glasses, it makes the roads safer, which is the deeper win for everyone.
what transfers
To reach people who will not come to you, put the offer inside a ritual they already perform daily. Make the medium the test, so the encounter makes a problem they have ignored impossible to ignore.
what came after
The eye-test menus were installed in over 382 locations and generated urgent word-of-mouth among truckers, with Titan estimating about 42,000 potential accidents prevented by the tests. It won the Healthcare Grand Prix at Spikes Asia 2025 and a One Show honour for its inventive use of a familiar medium.
references
spotted an error? The archive wants to know.