Dahi Handi is the most popular festive sport in India. Despite being so popular, it lacks safety for players at multiple levels. Also, the sport is an offshoot of old religious practices, so introducing anything new becomes even more sensitive.

We can't stop the festival. On average, it takes an hour before operate on Dahi Handi players. BTime spent on blood tests, anti-allergy checks, and pre-medical conditions reduce their chances of survival and increases the severity of accidents.

The brief was to create a non-intrusive campaign that elevates our core positioning of 'care' without diluting players' enthusiasm.

The objective was to seamlessly integrate the brand in a non-traditional manner to generate positive conversations and build stronger affinity between health and the brand. It was also to push our product, not so overtly, to the audience.

We can't stop the festival. But we can reduce the fatality.

We converted their iconic & traditional sports jerseys into instant medical records that reduce the waiting time to zero!

They can get medicare without any delays due to mandatory formalities.

Every jersey was as unique as the players. We worked with the most popular Dahi Handi team, recorded their medical details and blood group, and printed personalised T-shirts in less than 24 hours.

On the event day, we distributed these jerseys to players before they started making the human pyramid to break a pot of curd. The next day, we released a video of the activation online which garnered 1million+ views under 12 hours across platforms.

The idea was so well received that other teams also noticed it and assured to follow the same next year.

Our target audience was players, their kin, and thousands of spectators watching the sport.

Despite all the awareness, no one cares about the safety of players. Every year, thousands get injured, and hundreds of players die. The approach was to seamlessly become a part of the festival so that they noticed us enough and not diss us for being 'another sponsor brand'.

'Care' is never ignored in India. We worked on showing care most organically. We don't want the festival to stop. We want them to enjoy themselves more with respect. So, we worked on reducing the waiting time, otherwise spent detecting the blood group, allergies, pre-existing diseases, and more.

Apart from that, no one cares about branded communication during festive times. We had to be more valuable and thoughtful to them than just having one-way communication. We found a way to help.

In the age of AI and Spaceship, our solution was highly manual and simple, yet clever.

The EmerJersey is designed to reduce the waiting time for medicare to zero. It contains first-level crucial information about the patient to kickstart the medical procedure faster than any regular process.

We printed the blood group on the outside to find matches immediately in an emergency. Other crucial information was printed in the washing tag instructions.

From getting personal medical information to printing the T-shirt, everything was done in 24 hours. The activation video was created in under 6 hours to make it relevant for all.

The idea was executed for the most popular Dahi Handi team in Mumbai. Any Dahi Handi festival is usually seen by thousands of spectators and lakhs of passer-by.

The campaign was so successful that the Mayor of Mumbai promoted the EmerJersey when she saw the team wearing it. With her vision and help, we will have TheEmerJersey across all teams next year. This was the biggest impact of the campaign!

Apart from that, 17k+ people showed interest in buying health insurance from the onground agents.

It became the most talked about brand online and offline during the festive period.

The activation video garnered over 1 million views in just 12 hours across platforms.

Brand engagement went up by 130%

More than 100+ pictures of the EmerJersey were shared online.