Experience & Engagement
Creative Use Of Media
Use Of Traditional Media > Use Of Outdoor
EXPERIENCE & ENGAGEMENT - Creative Use Of Media (Use Of Traditional Media > Use Of Outdoor)
JPG
MP4
2m:00s
Eye Test Menu
Brand: Titan Eye +
Client: Titan Company Limited
Entrant: Ogilvy India
Blue Elephant
| Entry Title: | Eye Test Menu |
|---|---|
| Brand: | Titan Eye + |
| Client: | Titan Company Limited |
| Entrant Company: | Ogilvy India |
| Description: | One in three truck drivers has compromised vision, leading to over 25,000 crashes and over 10,000 deaths. These drivers are from lower-income groups, and they find clinical communication intimidating. Since they didn’t want to come to us to get their eyes tested, we went to them. We identified Dhabas as the perfect intervention point to change their behavior. They would be in a relaxed social environment, and we could seamlessly integrate an eye test into something that they would always read in Dhabas – the menu. We took over Dhabas and use the menus as the medium to show the truckers that they had a problem. We removed the old menus and replaced them with our eye test menu. The eye test menus were designed in consultation with optometrists. They used fonts 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. We had optometrists on site to conduct a thorough eye exam, which was free of cost and would determine what corrective prescription spectacles would be. |
| Company Credits: | Activation Partner: Timeslider Pvt. Ltd. |
| Individual Credits: | Kainaz Karmakar, Chief Creative Officer - Ogilvy India Harshad Rajadhyaksha, Chief Creative Officer - Ogilvy India Sukesh Nayak, Chief Creative Officer - Ogilvy India Puneet Kapoor, Chief Creative Officer - Ogilvy South Tithi Ghosh, President and Head of Office - Ogilvy South Kishore Mohandas, Executive Creative Director Prem Thyagarajan, Creative Director Karthik R, Creative Director Agastya Manmohan, Art Director Prem Narayan, Chief Strategy Officer – Ogilvy India Easo John, Head of Strategic Planning - Ogilvy South Priyank Vaghela, Senior Vice President, Account Management Krishnakant Mishra, Head, Experiential Marketing & Branded Content Kishor Manjrekar, Client Services Director Experiential Marketing Jay Thacker, Group Account Manager, Experiential Marketing Amit Kumar Mishra, Director Prafull Sharma, Executive Producer – Absolute Films Zahoor Qadir, Producer – Absolute Films Dub Sharma, Music Director |
