Product / ServiceCSR
CategoryF02. Environmental / Social Impact
Idea Creation GREY INDIA Mumbai, INDIA
Media Placement GREY INDIA Mumbai, INDIA


Name Company Position
Sandipan Bhattacharyya GREY India Chief Creative Officer
Mangesh Kavale GREY India Associate Creative Director
Vivek Bhambhani GREY India Sr. Creative Director
Mehul Prajapati GREY India Creative Controller
Shouvik Gupta GREY India Group Creative Director
Arun Raman GREY India National Planning Head
Rana Ghoshal GREY RC&M Client Services Director
Deepak Oberoi GREY RC&M Chief Executive Officer
Suvrata Gharge Mahindra Rise Head - CSR
Anirban Ghosh Mahindra Rise Chief Sustainability Officer
Samir Chadha GREY India Sr.VP - GREY Works
Pooja Krishnamoorthy Bowline Executive Producer
Ankit Dahiya Bowline Director
Yuvraj Bandi GREY India Editor
Anjory Gor GREY India Animator
Jignya Shedge GREY India Assistant Director - Films
Harshad Khaire Independent Illustrator
Rashmi Naik Nimbalkar Independent Illustrator
Avinash Kanse Independent Illustrator
Sandeep Barge Independent Photographer
Rajesh Salodkar GREY India Retouching Artist
Pravin Patil GREY India Retouching Artist
Ramesh Dighe Before After Print Production

The Campaign

The Health Purse A purse that not only protects your money, but protects you from the dangers of Breast Cancer as well. The best way to effect any behaviour change is to ride on existing cultural behaviour. A 'Batua' is the traditional Indian women's purse. Women in rural India have a unique practice when it comes to protecting their money - they keep their purses in their blouses. Could this unique habit also help protect them from breast cancer? Riding on this age-old habit, we designed purses with illustrative visuals of women checking themselves - which served as a reminder to perform the simple breast self-examination steps given inside. The purses were printed on skin-friendly cloth and designed using 9 famous Indian folk-art styles. The 'batua' thus became a purse that didn't just protect their wealth, but their health as well.

Creative Execution

These purses are made in 9 popular folk-art styles which rural India is familiar with. Namely: Gondh, Pichwai, Rajput, Phad, Kalighat, Kalamkari, Patachitra, Madhubani and Cheriyal. The front face of the purses has a simple play on a woman conducting a breast self-examination, rendered differently for different styles. These were meticulously created with the help of folk artists, over the course of two months. The inside flap has simple step illustrations that are a useful visual guide for women to do the self checks. The Health Purses were given out as a part of health awareness drives in Madkepada, Belwadi, Kinipada, Katkariwadi, Sutarpada, Warkhanda among other remote villages in Maharashtra, with the support of CPAA – Cancer Patients Aid Association. The initiative is being scaled up to reach 130 more villages in media-dark parts of the country.

Indication of how successful the outcome was in the market

In the first phase of this direct outreach programme, 2500 Health Purses were distributed to Rural Indian women across 6 villages. The impact can be gauged from the fact that: a) The Cancer Patients Aid Association of India not only conducted the health workshops in these 6 villages, they also distributed the Health purses, a confirmation of the relevance of the messaging. b) Both Mahindra Rise and the CPAA are committed to spread this initiative to 130 more villages through the year. c) The task of the programme was to help women understand the severity of breast cancer, the need for self-examination and the necessity to remind themselves to do this regularly. The Health Purse is a reminder tool and once it replaces the existing purses in the womens' daily lives, the behaviour change would have been achieved.