Guardians of the Heart.

85% of cardiac arrests in India happen outside the hospital. The window to save a life is measured in minutes, and immediate bystander CPR is the only thing that triples survival odds. India had no public CPR culture to fall back on.

90% of Indians who suffer an out-of-hospital cardiac arrest don't survive. Immediate CPR doubles or triples the chance of survival — but only 2% of Indians know how to perform it.

People look away from public health messaging. They don't look away from disruption. Bengaluru's daily ritual — sitting at a red light — became our distribution channel.

We caught Bengaluru where it was always stuck — at red lights. Heart-shaped red traffic signals across the city, paired with QR codes that taught CPR in 60 seconds. Extended to schools, colleges, malls, cafes and parks. A city, retrofitted to save lives.

Launched on World Heart Day 2022 in partnership with the BBMP. Heart-shaped red signals installed at junctions across Brigade Road, MG Road and Bellary Road. Each signal flanked by a QR-coded board linking to a 60-second CPR tutorial. Amplified through OOH at schools, colleges, malls, cafes and parks; CPR training films; print ads; influencer-led social. Earned a public endorsement from Kiran Mazumdar-Shaw and pickup across business and lifestyle press.