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. The objective was to seamlessly integrate the brand in a non-traditional manner to generate positive conversations.

Convert the jerseys of players into medical records to

provide medicare without any delays due to mandatory formalities.

Every year, millions in Mumbai (India) assemble to witness one of the most vibrant and unique festive sports - Dahi Handi. Many teams participate in breaking a pot of curd and winning rewards and money.

But the sport is considered as challenging as rock climbing, if not more.

Despite all the awareness, no one cares about the safety of players.

Every year, thousands get injured, and hundreds of players die.

We can't stop them from playing a religious sport. Nor can we reduce fatality. But fatality can be reduced if timely medicare is provided.

So, we worked on reducing the waiting time, which was 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.

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 a regular process.

We printed the blood group on the outside to find matches immediately.

Other crucial information was printed in the washing tag instructions.

We partnered with a major team in the tournament and blended into their

cultural and adventurous spirit without slapping our brand everywhere.

The jersey was printed 24 hours ago to get accurate data for every player. The campaign was supported by online activation that helped us garner views.

Apart from getting 900k views in just 12 hours, the campaign was adopted as a mandate in other major sports, professions, and schools.

The association between health and brand grew stronger, along with the organic promotion by the Mayor of Mumbai.

Apart from getting 900k views in just 12 hours, the campaign was adopted as a mandate in other major sports, professions, and schools.

The association between health and brand grew stronger, along with the organic promotion by the Mayor of Mumbai.