Titan Eye+ has launched the 'Ek Tara Test,' a campaign encouraging parents across India to use a simple, star-based method to check their child’s vision. The initiative aims to provide an accessible and engaging preliminary eye-screening tool inspired by an ancient eyesight test once used by hunters.
The campaign responds to the issue of undetected poor vision among children, which affects over three crore across the country and can impact learning and development.
A film accompanying the campaign tells the story of Sahiba, a young schoolgirl struggling with blurry vision. It highlights how many parents mistakenly believe that eyesight issues occur only with age, resulting in fewer eye check-ups for children.
Centuries ago, hunters’ eyesight was tested by their ability to distinguish two stars, Alcor and Mizar, in the Saptarishi (Ursa Major) constellation. Drawing on this, the 'Ek Tara Test' uses a glow-in-the-dark star-spotting kit that allows children to match the dots of the Saptarishi constellation. The test serves as a simple, at-home way for parents to identify potential vision issues and encourage further professional screening.
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, added, “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.”
The ‘Ek Tara Test’ by Titan Eye+ is based on published scientific research. It is not a replacement for an eye test conducted by a qualified professional.
