Fortis Hospitals Mumbai has launched an impactful new initiative, the #FirstCallFortis campaign, aimed at emphasising its commitment to providing gold-standard emergency care. The campaign seeks to address a critical issue—many individuals lack immediate access to emergency contact numbers during medical crises. By promoting the easy-to-remember number, 022-4111 4111, the initiative ensures that Mumbaikars can quickly connect with Fortis’ expert emergency care unit, which spans an extensive network of hospitals across the Mumbai Metropolitan Region.
Taking a slice-of-life, insight-based approach, the campaign highlights the everyday challenge of not having emergency numbers readily available. It underscores the importance of reducing delays in receiving medical attention, which can significantly improve patient outcomes.
The campaign uses a multi-platform approach, including digital ads, social media, cinemas (Pushpa 2 screens), and out-of-home (OOH) media such as hoardings, lit boards, and pole kiosks. These efforts reinforce Fortis' reputation as the largest and most comprehensive Level 1 trauma care network in the city.
Fortis goes beyond merely offering medical services by building trust with the community. To engage Mumbaikars of all ages, the campaign incorporates CGI-based digital ads—an industry first in Indian healthcare—as well as skits, plays, and live demonstrations in local communities. These initiatives promote the emergency helpline (022-4111 4111) and highlight Fortis’ expertise in trauma management, critical care, and ambulatory services.
The community engagement will extend to schools, colleges, workplaces, places of worship, gyms, parks, housing societies, bus depots, and railway stations. This outreach aims to raise awareness about emergency preparedness, ensuring every Mumbaikar knows the importance of having the right number at hand during a medical emergency.
Dr S. Narayani, Business Head-Fortis Hospitals Maharashtra, explained, “With the #FirstCallFortis campaign, we are showcasing our capabilities as the largest emergency-prepared healthcare network in Greater Mumbai. We want 022-4111 4111 on the speed dial of all Mumbaikars.”
The integrated campaign aims to reach over 10 lakh households by World Health Day, 7 April 2025, spreading the crucial message of emergency preparedness and emphasising the importance of swift access to emergency care.