The Dhaba Menu: How Titan Eye+ Took the Eye Test to the Highway
On World Sight Day, Titan Eye+ and Ogilvy Bangalore replaced dhaba menus at truck stops with menus designed as eye-test charts. Drivers who would never visit a clinic screened their own vision just by ordering lunch. The mechanism: disguise the diagnostic as an object the audience already picks up. This campaign is one of the patterns inside jugnu's Kosh.
The tension it resolves
Titan Eye+ is a retail eyewear brand with stores in cities, but the people in greatest need of its core product live and work on highways far from any store, this campaign dissolved that distance by making the point of need the point of screening.
The challenge it solved for Titan Eye+: How do you reach a high-risk, hard-to-access population with a vision screening when they will never voluntarily walk into an eye clinic?
The mechanism
Disguise the diagnostic as an existing everyday object the target audience already interacts with, so the act of using it becomes the screening itself.
On World Sight Day, Ogilvy Bangalore and Titan Eye+ replaced ordinary menus at truck stop dhabas with menus designed as eye-test charts. India's truck drivers, one in three of whom needs vision correction, could unknowingly screen their own eyesight simply by trying to read the day's food options. The initiative targeted a population linked to 25,000 crashes and 10,000 fatalities between 2021 and 2022.
Where this applies in India
A rural agri-input brand could print soil-health indicator strips into the seed packets farmers already open at the start of every sowing season. A mosquito-repellent brand could embed bite-risk calendars into the ration cards or monthly mailers that low-income households already handle. An oral-health brand selling to pan-chewing belts could redesign the paper wrapping on daily-use products to carry a simple mouth-cancer self-check guide. Each case puts the missing health service inside an object the audience already trusts and touches.
FAQ
What is the Menu That Tests Your Eyes pattern?
Disguise the diagnostic as an existing everyday object the target audience already interacts with, so the act of using it becomes the screening itself.
Which brand proved it works?
Titan Eye+, in eyewear / healthcare (India). jugnu's Kosh tracks 327 such patterns across Indian and global brands.
How do I apply this to my brand?
Run your brand challenge through jugnu. It diagnoses the tension underneath your problem, checks whether this pattern fits it, and builds ideas on the patterns that do.
This is the story. Every Kosh card also carries a transfer layer: the consumer insight underneath, the principle that moves across categories, and the boundary conditions where it breaks. jugnu applies that layer to your brand when it builds ideas.
Wondering if this pattern fits your challenge? Run it through jugnu and find out.
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