Titan Eye+ introduced the Ek Tara Test, a playful eye-screening tool inspired by an ancient hunter’s vision test, turning stargazing into a simple way for parents to check their child’s eyesight. The initiative addresses the silent epidemic of poor vision among over 3 crore children in India, often undetected during formative years.
The campaign film tells the story of Sahiba, a young girl struggling with blurry vision, highlighting the need for early detection and regular eye check-ups. The Ek Tara Test kit uses a transparent card with glow-in-the-dark markings to help kids spot the Hunter’s Test in the Saptarishi constellation, gamifying screening and making it fun for families.
Mr. Maneesh Krishnamurthy, Head of Marketing, Eyecare Division, Titan Company Ltd., stated, “1 in 5 children are impacted by blurry vision with a significant number of them suffering silently. The Titan Eye+ campaign emotionally captures this reality and presents the ‘Ek Tara Test’ as a simple and innovative solution to increase awareness. By reviving an ancient technique, we are not only offering a solution but also creating a memorable experience for families.”
Mr. Puneet Kapoor, Chief Creative Officer, Ogilvy South also commented, "The idea for the Titan Eye Plus Ek Tara Test comes from a simple, playful combination: pairing the ancient Hunter’s Test with every child’s favourite ritual, stargazing. The Ek Tara Test is a transparent card with glow-in-the-dark markings that turns sky-watching into a puzzle, helping kids pin-point the Hunter’s Test in the Saptarishi (Great Bear) constellation. It channels curiosity into screening, catching issues early and fast-tracking corrective spectacle prescriptions.”
