|Title||TEST & DRIVE|
|Product / Service||OPTICAL BAZAAR.COM|
|Category||B03. Use of Ambient Media: Small Scale|
|Entrant||J. WALTER THOMPSON INDIA New Delhi, INDIA|
|Idea Creation||J. WALTER THOMPSON INDIA New Delhi, INDIA|
|Senthil Kumar||J Walter Thompson India||Chief Creative Officer|
|Amit Shankar||J Walter Thompson India||Executive Creative Director|
|Ankur Kalita||J Walter Thompson India||Senior Creative Director|
|Vikas Tyagi||J Walter Thompson India||Creative Supervisor (Art)|
|Manoj Adhikari||Manoj Adhikari Productions||Cinematographer/Photographer|
|Mukesh Jagoorie||Soundstream Studios||Sound Producer|
|Ashok Roy||J Walter Thompson India||Account Manager|
|Yogesh Kumar||J Walter Thompson India||Agency Editor|
A majority of truck drivers are over 40. Which may mean their eyesight is weak. Only 7.1% of all Indian truck drivers are literate. Which means that traditional “Eye Check-ups” don’t work. Thus was born Optical Bazaar’s “Driver’s Vision Chart”. A unique eye-testing chart that used the language which a truck driver is completely familiar with - road signs. Our “Driver’s Vision Chart” replicated a normal optometric chart in terms of size and dimensions. The only difference was the usage of road signs instead of alphabets.
41000 + drivers got their eyes tested 12 truck parking lots across the country
Insurance data suggests a decline in accidents involving trucks in the National Capital Region post the campaign
Our idea had an instant impact on the TG's lives. It helped establish a direct connection between the brand and them as well.
Among truck drivers, a significant majority is aged 40 years and above - 28% in the age band 40-60, and an astounding 24% were aged 60 years and above. Meaning that the one thing that’s essential in making a good driver - sharp eyesight - may be suboptimal in many cases.