ALTBalaji and Grey India redesign its buffering symbol to fight against breast cancer by urging women to perform a simple breast self-examination
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.
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.
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.
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.