Ad Campaigns
Titan Eye+ launches ‘Eye Test Menu’ to make Indian roads safer
Mumbai: This World Sight Day, Titan Eye+, India’s leading eye care brand, takes a bold step to enhance road safety by addressing a crucial issue: compromised vision among professional drivers. The brand launched the ‘Eye Test Menu,’ a unique initiative aimed at improving eye care accessibility for truck drivers, rickshaw drivers, cab drivers, and delivery personnel across the country.
Recognising the critical need to address vision problems among those who spend long hours on the road, Titan Eye+ set up eye test camps at over 900 locations nationwide, including popular dhabas where truck drivers frequently stop. Instead of a traditional food menu, these locations featured the ‘Eye Test Menu’, a creative eye test disguised as a meal menu. As drivers interacted with the menu, it immediately highlighted potential vision issues, prompting them to undergo on-the-spot free eye exams.
Since June 2024, the initiative has screened over 7,000 drivers, helping detect vision problems and prescribing corrective spectacles when needed. Titan Eye+ partnered with platforms like Namma Yatri to expand free eye tests to other critical transportation members, such as rickshaw and cab drivers.
Titan Company, marketing head of the eyecare division, Maneesh Krishnamurthy commented, “Every year, World Sight Day is an opportunity for Titan Eye+ to draw attention to eyecare. 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.”
The ‘Eye Test Menu’ campaign addresses a pressing concern as studies indicate that one in three truck drivers in India suffer from poor vision, leading to accidents involving large vehicles. With over 25,000 truck-related crashes and 10,000 fatalities reported in recent years, the initiative aims to significantly reduce such incidents by making eye care a priority for drivers.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
