Mumbai: Titan Eye+ has unveiled a unique Children’s Day initiative titled the “Ek Tara Test,” a campaign that revitalises ancient wisdom to help parents detect early signs of vision problems in children. Designed as a fun, star-spotting tool, the initiative transforms a centuries-old eyesight test used by hunters into a playful, accessible preliminary screening method for families.
The launch comes at a crucial time when over 3 crore children in India suffer from undetected vision issues, impacting their learning and development. The “Ek Tara Test” aims to break through barriers such as parental misconceptions, clinical intimidation, and lack of routine eye check-ups for children.
At the heart of the campaign is a moving digital film, which follows the story of Sahiba, a schoolgirl whose blurry vision affects her daily life. The film sheds light on the widespread belief that poor eyesight is an age-related issue, often leading parents to overlook the need for regular screenings for young children.
Drawing from ancient practices, the test is inspired by the traditional hunter’s eyesight method, where spotting two stars — Alcor and Mizar — in the Saptarishi (Ursa Major) constellation indicated strong vision. Titan Eye+ adapts this concept through a glow-in-the-dark card that helps children match the dots of the constellation. This simple tool makes eye-screening engaging and unintimidating, empowering parents to identify potential issues and take timely action.
Speaking about the initiative, Maneesh Krishnamurthy, Head of Marketing, Eyecare Division, Titan Company Ltd., said, “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.”
Adding to this, Puneet Kapoor, Chief Creative Officer, Ogilvy South, 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.”
Titan Eye+ clarified that the “Ek Tara Test” is a screening tool based on published scientific research and is not a substitute for a comprehensive eye examination conducted by a qualified professional.
