ONE Asia Creative Awards
ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.
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Category
Non-traditional & Guerrilla Marketing
Annual ID
OA25_DMA002S
Background
India has over 3.6 million truck drivers, who serve as the backbone of the nation’s logistics and economy. Given the vastness of the country, these drivers travel long distances for hours on end, often on poorly maintained roads and highways. As a result, trucks and lorries were involved in over 25,000 crashes, leading to more than 10,000 deaths in 2021 and 2022.
However, our findings reveal that one in three truck drivers has compromised vision—a condition that can be both costly and fatal on highways. Indian truckers are known for their resilience and often do not consider impaired vision a serious issue. Additionally, due to their meager income, getting an eye test is one of their lowest priorities.
Since they were unlikely to seek eye exams themselves, we decided to bring the tests to them. Understanding that many truckers would hesitate to acknowledge vision problems—let alone agree to testing—we aimed to conduct the tests in a setting that felt familiar and comfortable to them, designed in a way that resonated with their world. Most importantly, we ensured the process was as non-intrusive as possible.
However, our findings reveal that one in three truck drivers has compromised vision—a condition that can be both costly and fatal on highways. Indian truckers are known for their resilience and often do not consider impaired vision a serious issue. Additionally, due to their meager income, getting an eye test is one of their lowest priorities.
Since they were unlikely to seek eye exams themselves, we decided to bring the tests to them. Understanding that many truckers would hesitate to acknowledge vision problems—let alone agree to testing—we aimed to conduct the tests in a setting that felt familiar and comfortable to them, designed in a way that resonated with their world. Most importantly, we ensured the process was as non-intrusive as possible.
Creative Idea
One in three truck drivers have compromised vision. These drivers find clinical communication intimidating.
Since they didn’t want to come to get their eyes tested, we went to them. Dhabas are highway eateries frequented by
truck drivers.
We took over the dhabas and use the menus as the medium to show the truckers that they had a problem. We
remove the old menus from the tables and the walls, and replaced it with our eye test menu.
The Eye Test menus were designed in consultation with optometrists. It used designs and motifs that are prevalent in
the vibrant truck art of India. This made the tests less intimidating to the truckers.
As they read through the menu, they realised they had trouble reading certain dishes. We had optometrist on site to
conduct a thorough eye exam. Which was free of cost and would determine what corrective prescription spectacles
would be.
Since they didn’t want to come to get their eyes tested, we went to them. Dhabas are highway eateries frequented by
truck drivers.
We took over the dhabas and use the menus as the medium to show the truckers that they had a problem. We
remove the old menus from the tables and the walls, and replaced it with our eye test menu.
The Eye Test menus were designed in consultation with optometrists. It used designs and motifs that are prevalent in
the vibrant truck art of India. This made the tests less intimidating to the truckers.
As they read through the menu, they realised they had trouble reading certain dishes. We had optometrist on site to
conduct a thorough eye exam. Which was free of cost and would determine what corrective prescription spectacles
would be.
Insights & Strategy
Having compromised vision as a truck driver is a situation of life and death. Since the truckers find clinal and
prescriptive communication intimidating. We needed a way to make them realise they have a problem in the most
organic and non-intrusive manner possible.
Which is why we identified the Dhaba as a venue. A place where truckers stop to grab a bite, talk and grab a much
needed break from their gruelling journeys. And the menus served as a perfect media to convert to an eye test. We
worked meticulously with our leading optometrists to convert these menus to effective eye tests that could be used to
detect a variety of defects and conditions.
The use of truck art, fonts and motifs in these menus were also a conscious choice as it made the test less clinical
and borrowed familiar elements from the world of the truckers.
prescriptive communication intimidating. We needed a way to make them realise they have a problem in the most
organic and non-intrusive manner possible.
Which is why we identified the Dhaba as a venue. A place where truckers stop to grab a bite, talk and grab a much
needed break from their gruelling journeys. And the menus served as a perfect media to convert to an eye test. We
worked meticulously with our leading optometrists to convert these menus to effective eye tests that could be used to
detect a variety of defects and conditions.
The use of truck art, fonts and motifs in these menus were also a conscious choice as it made the test less clinical
and borrowed familiar elements from the world of the truckers.
Execution
Dhabas across India are unique, with each region offering its own dishes, listed on menus in the local language of
that particular state. Since these menus had no fixed template, we had to create versions that were unique to each
dhaba and language while ensuring the layout functioned as a valid eye test.
We also needed to scout each dhaba well in advance to determine the optimal size and placement of the menus on
walls so they would serve as effective eye tests.
Optometrists were present on-site to validate the tests and assist truckers who encountered difficulties.
The menu designs were carefully crafted, drawing inspiration from the vibrant world of Indian truck art—bursting with
bold pop colors and intricate, eye-catching motifs that truckers know and love. These familiar designs ensured the
eye test felt less clinical
These menus were then implemented across 382+ locations across India.
that particular state. Since these menus had no fixed template, we had to create versions that were unique to each
dhaba and language while ensuring the layout functioned as a valid eye test.
We also needed to scout each dhaba well in advance to determine the optimal size and placement of the menus on
walls so they would serve as effective eye tests.
Optometrists were present on-site to validate the tests and assist truckers who encountered difficulties.
The menu designs were carefully crafted, drawing inspiration from the vibrant world of Indian truck art—bursting with
bold pop colors and intricate, eye-catching motifs that truckers know and love. These familiar designs ensured the
eye test felt less clinical
These menus were then implemented across 382+ locations across India.
Results
Launched on the run-up to World Sight Day, the initiative was an instant success, quickly spreading among the
trucker community and sparking a much-needed conversation about the lack of awareness regarding compromised
vision. Truckers found the concept novel and were surprised to discover that they had vision impairments affecting
their driving.
Many immediately called fellow drivers, urging them to stop at our dhabas for a free eye test.
The media took notice, and the initiative received coverage in national and regional outlets, generating earned media
worth approximately Rs. 5 million.
Several brands and organizations, including TATA Motors, the National Highway Authority of India, and the United
Nations (India), have expressed interest in partnering with us to further the cause.
trucker community and sparking a much-needed conversation about the lack of awareness regarding compromised
vision. Truckers found the concept novel and were surprised to discover that they had vision impairments affecting
their driving.
Many immediately called fellow drivers, urging them to stop at our dhabas for a free eye test.
The media took notice, and the initiative received coverage in national and regional outlets, generating earned media
worth approximately Rs. 5 million.
Several brands and organizations, including TATA Motors, the National Highway Authority of India, and the United
Nations (India), have expressed interest in partnering with us to further the cause.
2025 Awards
Total Points: 14
Silver Award
Credits
Agency
Ogilvy / Bengaluru
Ogilvy / Mumbai
Production Company
Absolute Productions / Mumbai
Art Director
Agastya Manmohan
Creative Director
Prem Thyagarajan
R Karthik
Executive Creative Director
Kishore Mohandas
Film Director
Amit Kumar Mishr
Global Chief Creative Officer
Liz Taylor
Producer
Zahoor Qadir
Executive Producer
Prafull Sharma
Activation Company
Timeslider Pvt. Ltd. / Mumbai
Chief Creative Officer - Asia Pacific
Reed Collins
Chief Creative Officer - Ogilvy India
Harshad Rajadhyaksha
Kainaz Karmakar
Sukesh Nayak
Chief Creative Officer - Ogilvy South
Puneet Kapoor
Chief Executive Officer - Ogilvy India
V R Rajesh
Chief Strategy Officer - Ogilvy India
Prem Narayan
Client Services Director - Experiential Marketing
Kishor Manjrekar
Executive Chairperson - Ogilvy India
Hephzibah Pathak
Group Account Manager - Experiential Marketing
Jay Thacker
Head - Experiential Marketing & Branded Content
Krishnakant Mishra
Head of Strategic Planning - Ogilvy South
Easo John
Music director
Dub Sharma
President and Head of Office - Ogilvy South
Tithi Ghosh
Senior Vice President - Account Management
Priyank Vagehla
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