Opticals Bazaar: Test And Drive [video]

Credits & Description:

Company Entering: J. Walter Thompson India, Mumbai
Entry Title: Test And Drive
Brand: Opticals Bazaar
Advertiser: Amarsons
Agency: J. Walter Thompson, Delhi
Chief Creative Officer: Senthil Kumar
Executive Creative Director: Amit Shankar
Creative Director: Ankur Kalita
Copywriter: Ankur Kalita
Art Director: Amit Shankar/Vikas Tyagi
Agency Designer: Vikas Tyagi
Account Manager: Ashok Roy
Agency Editor: Yogesh Kumar
Film Production Company: Manoj Adhikari Productions, Delhi
Director: Manoj Adhikari
The Brief: With Over 137,000 Fatalities, India Tops The Global Road Accident Tally. And Trucks Are Involved In A Huge Majority Of Them.
The Strategy: 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 Thats Essential In Making A Good Driver - Sharp Eyesight - May Be Suboptimal In Many Cases. Only 7.1% Of All Indian Truck Drivers Are Literate. Which Means That Traditional “Eye Check-Ups” Dont Work.Thus Was Born Optical Bazaars “Drivers Vision Chart”. A Unique Eye-Testing Chart That Used The Language Which A Truck Driver Is Completely Familiar With - Road Signs.
The Execution: Our “Drivers 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.
The Result: Opticals Bazaar Held A Series Of 12 Eye Check-Up Camps In Major Truck Depots/Parking Lots Across India. Out Of The 17000 Drivers Who Got Their Eyes Tested, 23% Discovered That They Needed Glasses. Over The Last 6 Months, There Has Been A Decrease Of 6.4% In Accidents Involving Trucks On Indias National Highways.