In a significant stride towards battling India’s breast cancer crisis, Tata Trusts has launched a poignant and impactful campaign titled ‘Gaanth Pe Dhyan’ (‘Focus on the Lump’), featuring renowned chef Sanjeev Kapoor. The campaign aims to raise awareness about the importance of early detection and breast cancer screening, leveraging the influence and relatability of Kapoor to connect with women across India. Tata Trusts has been a pioneer in cancer care in India since the 1940s.
From leading oncology research and treatment advancements to setting up a Comprehensive Cancer Care program, the Trusts have continuously worked towards making cancer care accessible and affordable. They have established screening kiosks and diagnostic units in collaboration with state governments and the National Health Mission to support breast cancer screening programs.
The ‘Gaanth Pe Dhyan’ campaign is a unique initiative designed to transform the narrative around breast cancer from one of fear to one of knowledge and proactive health management. Drawing inspiration from the meticulous care women put into cooking and preventing lumps in food, the campaign encourages women to apply the same attention to self-examining their breasts for any signs of lumps.
Central to the campaign is a social awareness film featuring Padma Shri recipient and eminent chef Sanjeev Kapoor. The film uses the metaphor of cooking, a daily activity familiar to many women, to illustrate the importance of regular breast self-examination. By linking the prevention of lumps in food to the detection of lumps in breasts, the film aims to demystify the process and motivate women to prioritize their health.
Shilpi Ghosh, Brand and Marketing Communications at Tata Trusts, elaborates on the campaign’s vision: “At Tata Trusts, we recognize the crucial role that awareness can play in educating women on the importance of early detection through self-breast examination. ‘Gaanth Pe Dhyan’ is our endeavor to use a simple everyday insight to nudge women to adopt this critical behavior change and prioritize their health.”
The film and accompanying campaign materials are part of a broader strategy to reach women across India. Through on-ground activations in local communities and a strong online presence, Tata Trusts aims to overcome barriers such as low awareness, social norms, and gender biases that often delay medical attention for women.
By featuring Sanjeev Kapoor, a beloved public figure, the campaign seeks to resonate deeply with its audience, inspiring women to take control of their health and seek timely medical care. This initiative not only educates but also empowers women, potentially saving countless lives through early detection and treatment of breast cancer.
Netizens have praised the campaign, with comments such as “Awareness is the key to early detection. Great video,” “We hope this information will unknot the ignorance,” and “An innovative way to encourage early detection!” These positive responses highlight the campaign’s impact and the importance of spreading awareness to promote early detection and better health outcomes.
