Titan Eye+ introduces ‘Ek Tara Test’ to support early vision screening

Titan Eye+ has marked Children’s Day with the introduction of the ‘Ek Tara Test’, a preliminary eye-screening tool inspired by an ancient method once used to assess the eyesight of hunters. The campaign encourages parents to adopt a playful, accessible approach to identifying early signs of vision issues, addressing a significant concern with over three crore children in India experiencing undetected vision problems that can hinder development.

The initiative is presented through a film that follows Sahiba, a schoolgirl whose struggle with blurred vision affects her daily life. Her story highlights a persistent belief among many parents that eyesight issues emerge only with age, resulting in irregular eye examinations during childhood. Titan Eye+ aims to counter this gap by transforming an old practice into an engaging screening activity.

Historically, hunters were tested on their ability to distinguish two stars, Alcor and Mizar, in the Saptarishi (Ursa Major) constellation, with the ability to spot both indicating clear vision. Drawing from this, the ‘Ek Tara Test’ uses a glow-in-the-dark transparent card featuring the constellation’s pattern. Children are encouraged to match the dots and identify the stars, turning stargazing into a simple vision-screening exercise. The tool is designed to reduce clinical hesitation and prompt parents to take early action if their child shows signs of difficulty.

Maneesh Krishnamurthy, head of marketing, eyecare division, Titan Company Ltd., said the campaign reflects the reality that a large proportion of children live with blurry vision without diagnosis. He noted that the ‘Ek Tara Test’ seeks to create awareness while offering families a memorable, interactive experience.

Puneet Kapoor, chief creative officer, Ogilvy South, said the idea pairs the ancient hunter’s test with the universal appeal of stargazing. He explained that the glow-in-the-dark card turns sky-watching into a puzzle that helps children identify the Saptarishi constellation and encourages early detection.

Titan Eye+ emphasises that the ‘Ek Tara Test’ is based on published scientific research but is not a substitute for a comprehensive eye examination by a qualified professional.