| Title | TEST & DRIVE |
| Brand | AMARCHAND |
| 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 |
| Name | Company | Position |
|---|---|---|
| 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.