Titan Eye Plus: Ek Tara Project
Titan Eye Plus tasked Ogilvy Bengaluru with addressing the silent, widespread issue of undiagnosed childhood vision impairment in India. The client needed a solution that would bypass the fear of clinical checkups and reach children in remote areas. The goal was to increase awareness, encourage early screening, and drive footfall to clinics for professional eye tests, ultimately normalizing regular vision care for school-aged children.
Creative Idea
Turned an ancient stargazing test into a playful, glow-in-the-dark vision screening tool.
Titan Eye Plus transformed the ancient Hunter's Test into a playful, glow-in-the-dark stargazing card, turning vision screening into a fun family activity to identify blurry vision in children who mistakenly assumed their poor sight was normal.
Turning Ancient Stargazing Into A Diagnostic Tool
Bridging Folklore and Optometry
The production team faced a unique challenge: calibrating the glow-in-the-dark markings to ensure the test remained accurate across varying levels of light pollution in India. Designers worked closely with ophthalmologists to ensure the spacing of the markings on the transparent card precisely mimicked the Saptarishi constellation at a standard viewing distance. This required multiple prototypes to ensure the "Hunter's Test" - a traditional method used by ancient civilizations to test visual acuity - was scientifically viable for modern children.
Scaling Through Comic Books
To reach children in non-urban areas, the agency bypassed traditional digital ad spend in favor of a partnership with Tinkle, India’s most iconic children's magazine. By inserting the physical test kits directly into the pages of the comic, the brand turned a passive reading experience into an interactive health intervention. This distribution strategy was pivotal in achieving a reach of 1 million children, effectively turning a clinical necessity into a piece of collectible, playable content.
A Departure From Star Power
While Titan Eye+ typically relies on high-profile Bollywood ambassadors like Ayushmann Khurrana, this campaign intentionally pivoted to authentic, grassroots storytelling. Director Amit Mishr focused on the raw, unscripted reactions of children like Sahiba, whose genuine struggle with vision provided the emotional anchor for the film. By stripping away celebrity polish, the campaign fostered a deeper sense of trust with parents, positioning the brand as a partner in child development rather than just a retail outlet. The resulting initiative successfully drove over 100,000 children to complete the screening, with every participant gaining access to professional follow-up care at a nominal cost of ₹1.
Creative Strategy Deconstructed
Company
Titan Eye Plus leveraged its professional optometry expertise and nationwide retail network to provide accessible, free diagnostic eye care.
Category
Eyecare brands typically rely on clinical, intimidating, or purely functional advertising that fails to engage children or concerned parents.
Customer
Parents were unaware their children suffered from vision issues, while children assumed their blurry, limited perspective was the universal norm.
Culture
The campaign tapped into the universal appeal of stargazing and the nostalgic, educational value of ancient wisdom in modern parenting.
Company
Titan Eye Plus leveraged its professional optometry expertise and nationwide retail network to provide accessible, free diagnostic eye care.
Category
Eyecare brands typically rely on clinical, intimidating, or purely functional advertising that fails to engage children or concerned parents.
Strategy:
Transform a diagnostic necessity into a playful, shared ritual to overcome parental apathy.
Customer
Parents were unaware their children suffered from vision issues, while children assumed their blurry, limited perspective was the universal norm.
Culture
The campaign tapped into the universal appeal of stargazing and the nostalgic, educational value of ancient wisdom in modern parenting.
Strategy:
Transform a diagnostic necessity into a playful, shared ritual to overcome parental apathy.
Results
The campaign successfully tested over 100,000+ children across India. Through partnerships, including India's largest circulated children's comic book, Tinkle, the test was made available for just ₹1 (approx. 1 cent) online. The campaign reached over 1,200,000+ kids across India and received wide organic media coverage.
100,000+
children tested
1,200,000+
kids reached
₹1
cost of test online
Strategy Technique
Make the Invisible Visible
It identified the silent, hidden epidemic of childhood vision impairment and brought it into the light. By making the invisible problem tangible, it forced parents and children to confront the issue.
Explore Technique
Creative Technique
Unexpected Utility
The campaign repurposed a historical star-spotting method into a functional, low-cost screening tool. It turned a passive activity like stargazing into an active, diagnostic experience for children.
Explore Technique
Craft Breakdown
This campaign stands out due to its brilliant experiential design, reviving an ancient astronomical test into a low-cost, highly accessible physical tool that gamifies healthcare.
The creation of the physical, glow-in-the-dark star-spotting card beautifully bridges ancient wisdom with modern interactive design.
The cinematic framing of the Indian landscapes and the intimate close-ups of the children's expressions elevate the emotional resonance.
