Why’s that commuter wearing a helmet here?

On the occasion of World Brain Day 2025, Fortis Hospitals Mumbai launched a citywide awareness campaign titled ‘Helmet Pehna Kya?’ (Have you worn a helmet?), in an attempt to spark public dialogue around the importance of brain health and proactive care. The campaign, saw more than fifty volunteers walk the streets of Mumbai wearing helmets in unexpected places.

Volunteers wearing helmets attracted attention and struck up conversations everywhere from local trains and flower markets to office parks and roadside food stands, leading Mumbaikars to wonder, "Why are they wearing the helmet here?" The answer? To emphasise a crucial point: your brain should be protected every day, not only in the event of an accident.

Fortis Hospitals Mumbai questioned common belief that brain safety is solely related to accident-related trauma by introducing a symbol of physical protection (the helmet) in routine, low or no-risk situations. Instead, the campaign reframed helmets as a symbol of routine checkups, mental wellness, early detection, and lifestyle modification. The initiative aims to remind people that brain health is a daily priority rather than an emergency, this innovative activation not only attracted Mumbaikars attention but also struck the relevant conversations.

Dr Sreelakshmi N. Consultant-Neurology, S.L. Raheja Hospital, Mahim, said, “Everything you experience flows from the brain. Yet, your brain remains the body’s most sensitive organs. Issues like Stroke can appear suddenly, while conditions such as dementia may develop gradually and quietly. That’s why paying attention to even subtle changes matters. Don’t ignore the signs your body may be giving you. Acting early can change outcomes.”

At all four units of Fortis Hospitals in Mumbai—Mulund, Kalyan, Vashi, and Mahim—patient care services staff wore helmets within hospital premises, sparking heartfelt conversations with patients and their families about the importance of brain health. Community sessions hosted at open spaces helped neurologists share insights on recognising early warning signs, and stressed the value of timely care. The initiative extended to notable locations across Mumbai, as reactions and real-time moments were shared across Fortis Mumbai’s social media pages, helping the message of brain health reach the community at large.

Across India, neurological disorders are becoming an everyday reality for more and more families. Over the past three decades, cases of conditions like stroke, epilepsy, migraine, and dementia have more than doubled. Today, these account for almost 10% of the nation’s overall disease burden; Stroke alone took the lives of nearly 7 lakh people in 2019.

“When it comes to brain health, lifestyle plays a very important role and should not be overlooked. One particular acronym that tell my patients to lookout for is termed SHAAADOWSSS, which stands for Smoking, Hypertension, Age over 60 years, Alcohol Abuse, Atrial fibrillation, Diabetes, Obesity, Wellspring (family history), Stress, Sedentary Lifestyle and Sleep Disorders. True to its name, these conditions follow you around like a shadow and if left unmanaged they significantly increase your risk of developing issues like stroke. The good news is simple, conscious changes in your daily routine can drastically lower that risk and protect your brain for the long run,” said Dr Ashok Hande, director—neurosurgery at Fortis Hiranandani Hospital, Vashi, while talking about the role lifestyle awareness plays in brain health preservation.     

What’s alarming is that stressors we live with daily: high blood pressure, poor diet choices, rising pollution levels, and chronic mental strain are the triggers. A comprehensive study led by the India State-Level Disease Burden Initiative—supported by ICMR, PHFI, IHME, and the Ministry of Health—highlighted these trends and published the findings in The Lancet Global Health. It is wake-up call, our brain health is far more fragile than we realise.

Talking about the initiative, Dr S Narayani, business head of Fortis Hospitals, Maharashtra, said “The helmet is a powerful choice for the campaign as it reminds us that just as we protect our head from injury on the roads, we must also protect our brain through awareness, timely action, and healthy choices. For us preventative healthcare is the foundation of a healthy society and through this campaign, we hope to engage the community, and empower them to take proactive steps towards better brain health.”

Highlighting the role family history, Dr Gurneet Singh Sawhney, Director-Stereotaxy and Functional Neurosciences, Fortis Hospital, Mulund said, “Family history plays a crucial role when managing disease burden. If someone in the patient’s family has had ailments like Dementia, Stroke etc. then one’s chances of developing neurological complications may be higher. That makes it even more critical to be aware of the warning signs, get regular health check-ups, and adopt a healthy lifestyle to reduce your risk.”

Campaign’s take: You are elbow-deep in a vada pav when you notice the guy beside you munching on his too—wearing a helmet. Odd? Definitely.

But that’s exactly the point of Fortis Hospitals Mumbai’s World Brain Day ‘Helmet pehna kya?’ campaign. The goal was to spark curiosity, provoke conversation, and deliver a message that’s hard to ignore: protecting your brain isn’t just about helmets and head injuries—it’s a lifestyle choice.

The fifty helmet-clad volunteers who popped up in the most unexpected corners of Mumbai—from market stalls to train compartments—turned heads and triggered dialogue. Moreover, when the staff at Fortis facilities donned helmets to keep the message going, it’s a symbolic jolt to a city that thrives on hustle but often ignores health.

Brain disorders now account for nearly 10% of India’s disease burden. Yet, most people still equate brain protection with crash helmets, not check-ups or stress management.

By turning the helmet into a metaphor for proactive care—routine screenings, mental wellness, early detection—Fortis flips the script. This isn’t a one-off PSA; it’s a blueprint for how healthcare brands can engage through culture, not just clinics. Because protecting the brain starts long before disaster strikes.