INDIA – ALTBalaji, India’s leading Video-On-Demand platform has always endeavoured to portray the strength and confidence of the modern Indian woman as she redefines roles and shapes her own destiny. Nothing should come in the way of her ability to live life on her own terms, least of all, ill health. With a sharp rise in the incidence of breast cancer over the last decade, especially amongst women under the age of 50, the idea of preventive self-care has become even more crucial. And all it needs is two minutes of her time.
To encourage their women subscribers to perform a simple 2-minute breast self-examination regularly, Grey India created ‘Breast Buffer’ – a discreet and personal reminder that pops up while their favourite content is buffering. This turns a moment of irritation into a reminder for breast self-examination for its strong women subscriber base.
Given our connectivity and data speeds on mobile devices, there is evidently some downtime while watching video content. To utilise this downtime for something that increases awareness about breast cancer, ALTBalaji designed a simple, yet unique graphic ‘Breast Buffer’ symbol that is disruptive and a useful twist on a regular buffer symbol.
The campaign has been a well-received awareness campaign and below is a recent tweet by Ekta Kapoor, one of Bollywood’s most influential producers and this explains the idea behind the symbol.
ALTBalaji has always portrayed strong women characters. With this breast cancer awareness initiative for its women subscribers, we present the #BreastBuffer icon, as a reminder that regular self-examinations can help save lives.
visit ‘initiatives’ section on the @altbalaji app pic.twitter.com/daQTwEzPEI— Ekta Kapoor (@ektaravikapoor) April 18, 2019
The TV fraternity displaying a great show of support towards the noble cause, saw actors the likes of Hina Khan, Sagarika Ghatge, Asha Negi and Mahie Gillspoke who appeared in videos to talk about the ways one can check themselves, and take timely action and to also create an awareness around this.
Divya Dixit, Senior VP and Head Marketing ALTBalaji, said, “At ALTBalaji, we strongly believe in empowering women, which also reflects in our stories that speak about strong female characters. As a platform, we have an important role to play in emancipating women by increasing awareness about breast cancer and its implications. The Breast Buffer symbol will be a gentle reminder to our female viewers and their loved ones. Through such initiatives, ALTBalaji aims to contribute to the society in a meaningful manner, break social barriers and foster positive conversations around a topic that has been taboo for too long.”
ALTBalaji hopes this initiative will encourage women to never miss the breast self-exam. A lot like the way they never miss their favourite shows.
Credits
ALTBalaji India
Agency: GREY Group India
About Grey Group
Grey is the advertising network of Grey Group. It ranks among the world’s top advertising and marketing organizations, serving one-fifth of the FORTUNE 500, in 96 countries. Under the banner of “Grey Famously Effective Since 1917,” we continue to break new ground in brand experience across every platform and create lasting consumer connections. Our parent company is WPP. Grey won the 2015 Cannes Lions Innovation and the 2015 Cannes Lions Product Design awards. The agency was also recognized as “2014 Global Agency of the Year” by The Global Awards, “2014 Global Agency of the Year” and “2015 Global Agency of the Year” by ADWEEK, “2014 Agency of the Year” by AD AGE, as well as by FAST COMPANY as one of “World’s 50 Most Innovative Companies.
