TEST & DRIVE

Short List
TitleTEST & DRIVE
BrandAMARCHAND
Product / ServiceOPTICAL BAZAAR.COM
CategoryB03. Use of Ambient Media: Small Scale
EntrantJ. WALTER THOMPSON INDIA New Delhi, INDIA
Idea Creation J. WALTER THOMPSON INDIA New Delhi, INDIA

Credits

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

The Campaign

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.

Creative Execution

41000 + drivers got their eyes tested 12 truck parking lots across the country

Results

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.