In a world where truck drivers and cabbies can breeze through dhabas without batting an eye, Titan Eye+ has decided to change the game—by making sure they actually do bat an eye. To make Indian roads safer, Titan Eye+ launched a campaign to tackle a major issue that often slips under the radar: compromised vision among professional drivers.

This ‘World Sight Day,’ a global celebration of eye health and vision care, Titan Eye+ turned the spotlight on the unsung heroes of the road—truck drivers, cabbies, and delivery riders. The brand rolled out an innovative solution, the “Eye Test Menu,” to bring eye care directly to these drivers who often overlook their vision needs amidst their busy schedules.

Knowing that most drivers might not exactly be queuing up for an eye test on their own, Titan Eye+ decided to meet them halfway—or more like meet them at their favourite pit stops. They set up eye test camps at dhabas. But this time, the drivers got more than just a snack; they were greeted with a literal ‘Eye Test Menu’ hanging on the walls.

The ‘Eye Test Menu’ was designed to look like an actual food menu, but instead of samosas and chai, drivers were unknowingly diagnosing their own vision issues. By interacting with this menu, they could immediately spot their vision problems, turning a quick roadside break into an eye care wake-up call.

Commenting on the initiative, Maneesh Krishnamurthy, Marketing Head, Eyecare Division, Titan Company, said, “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.”

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The eye test camps offered on-the-spot, free eye exams were conducted by expert optometrists right there at the dhabas. Drivers found with vision issues were prescribed corrective glasses on the spot, with plenty of styles to choose from. Titan Eye+ then made sure those specs were shipped directly to the drivers’ homes, all at a subsidised price.

The initiative, aptly named “Make Indian Roads Safe,” has already delivered much-needed eye care to over 7,000 drivers, and the impact continues to grow. Expanding the reach, Titan Eye+ is working with platforms like Namma Yatri to offer free eye tests to even more key players in the transportation world—rickshaw drivers, delivery partners, and cab drivers—making sure that every wheel on the road is steered with clear vision.