Mumbai: This World Sight Day, Titan Eye+, India's leading eye care brand, takes a bold step to enhance road safety by addressing a crucial issue: compromised vision among professional drivers. The brand launched the 'Eye Test Menu,' a unique initiative aimed at improving eye care accessibility for truck drivers, rickshaw drivers, cab drivers, and delivery personnel across the country.
Recognising the critical need to address vision problems among those who spend long hours on the road, Titan Eye+ set up eye test camps at over 900 locations nationwide, including popular dhabas where truck drivers frequently stop. Instead of a traditional food menu, these locations featured the 'Eye Test Menu', a creative eye test disguised as a meal menu. As drivers interacted with the menu, it immediately highlighted potential vision issues, prompting them to undergo on-the-spot free eye exams.
Since June 2024, the initiative has screened over 7,000 drivers, helping detect vision problems and prescribing corrective spectacles when needed. Titan Eye+ partnered with platforms like Namma Yatri to expand free eye tests to other critical transportation members, such as rickshaw and cab drivers.
Titan Company, marketing head of the eyecare division, Maneesh Krishnamurthy commented, “Every year, World Sight Day is an opportunity for Titan Eye+ to draw attention to eyecare. This year we have taken the theme ‘Make Indian Roads Safe’ and our roads are only as safe as the people who drive on them. The ‘Eye Test Menu’ film created with the team at Ogilvy is an innovation we’re particularly proud of because it doesn’t just offer eye tests—it reaches people where they are and in a manner that catches their attention, shaking the apathy out of vision care.”
The 'Eye Test Menu' campaign addresses a pressing concern as studies indicate that one in three truck drivers in India suffer from poor vision, leading to accidents involving large vehicles. With over 25,000 truck-related crashes and 10,000 fatalities reported in recent years, the initiative aims to significantly reduce such incidents by making eye care a priority for drivers.
