Swiggy is India’s largest food delivery app, employing over 200,000 delivery partners. However, a lot of our delivery partners don’t wear helmets. To change this behaviour, we used the occasion of Karva Chauth – a festival where women fast and pray for the safety and long lives of their husbands. Our delivery partners were invited to the hubs on the pretext of taking home gifts for their wives. The boxes contained items typically associated with the event – henna cones, bindis, bangles, etc. In addition, they also contained helmets.