This eyewear brand turned a menu into an accurate eye exam. Learn more about it here! [Thursday: Gorillas of Guerrilla Marketing]

From the desk of Miles Everson:

I’m thrilled to share yet another marketing insight in today’s edition of “Gorillas of Guerrilla Marketing!”

For those of you who may not know, guerrilla marketing is an out-of-the-box strategy that empowers marketers to use unconventional strategies when engaging with their target audience.

I’m a fan of this tactic because it exemplifies just how impactful out-of-the-box campaigns can be.

For today’s case study, I’ll be highlighting a guerrilla marketing campaign that was effective at building brand equity and doing public service.

Continue reading below!

India has nearly 4 million truck drivers as of 2025, and they serve a vital role in the country’s logistics and economy.

Without these truck drivers plying India’s long roads and vast regions, the country’s economy would grind to a halt.

Unfortunately, long hours and extremely tiring working conditions aren’t the only challenges facing truck drivers in India.

Findings from specialty eyewear company Titan Eyeplus indicate that one in three truck drivers in India suffer from a form of vision impairment—a condition that can prove dangerous, even fatal, in an occupation such as trucking.

Regrettably, visual impairments have contributed to the problem of truck-related crashes, which stood at over 25,000 incidents, leading to more than 10,000 deaths in the years 2021 and 2022.

Indian truckers have been and are known for their resilience and drive. Hence, getting eye tests and improving their vision have taken a backseat.

In other words, they are unlikely to get their eyes tested. Not out of unwillingness but commitment to their work.

Given that challenge, how could one encourage them to get eye exams and get their prescription glasses?

Well, in 2025, Titan Eyeplus decided to bring those things to drivers directly instead!

Converting A Menu Into An Eye Test

Titan Eyeplus and its creative partner Ogilvy had to come up with a way to bring eye tests to Indian truckers.

After studying the habits and routines of their target audience, they decided on using dhabas (highway/roadside eateries) as sites for conducting eye exams.

Dhabas are culinary and cultural fixtures in India. People from across all walks of life gather there daily to eat and relax during their workdays.

Given the significance of dhabas, using them as sites for eye exams made sense. It’s much easier to convince drivers to take an eye test in places that are familiar to them.

This was done through converting menus into “eye-test” menus.

To make these more appealing, fonts and motifs inspired by vibrant truck art and other culturally relevant designs were incorporated. More importantly, the languages and text used were tailored to where a dhaba was located.

Optometrists were present at the 382 locations where the special menus were deployed, ensuring drivers who took eye exams were assisted and given proper and accurate prescriptions.

More importantly, drivers who took the eye test were given prescribed eyewear for FREE!

… and to garner even more attention for this project, a documentary highlighting the campaign was uploaded to YouTube .

As for results, thousands of Indian drivers participated. Titan Eyeplus estimated that with the number of drivers they tested, roughly 42,000 potential accidents were prevented.

The campaign even drew interest from carmakers like TATA Motors and organizations such as the National Highway Authority of India and the United Nations India , and respected publications like The Telegraph .

As for recognition, Titan Eyeplus’ campaign drew positive attention from prestigious organizations like D&AD and The One Club!

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As Titan Eyeplus’ “Eye Test Menu” initiative shows, guerrilla marketing campaigns aren’t just for building brand equity, spreading awareness, or generating sales.

This campaign exemplified that sometimes, the best way to capture eyeballs is to do something immensely beneficial for society.

In the case of India, it was its truck drivers who play a crucial role in the country’s economy.

So, the next time you think about promoting your brand or offering, consider taking inspiration from this campaign!

Hope you’ve found this week’s guerrilla marketing insight interesting and helpful.

Stay tuned for next Thursday’s Gorillas of Guerrilla Marketing!

Do you want to know how one brand solved an ice cream crisis in the fast food industry ?

See it in next week’s article!