Title | BREAST BUFFER |
Brand | ALT BALAJI |
Product / Service | BREAST CANCER AWARENESS |
Category | B01. Brand-led Education & Awareness |
Entrant | GREY INDIA Mumbai, INDIA |
Idea Creation | GREY INDIA Mumbai, INDIA |
Media Placement | ALTBALAJI Mumbai, INDIA |
Production | ALTBALAJI Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Sandipan Bhattacharyya | GREY INDIA | Chief Creative Officer |
Vivek Bhambhani | GREY INDIA | Group Creative Director |
Mangesh Kavale | GREY INDIA | Creative Director |
Arun Raman | GREY INDIA | National Planning Head |
Yash Samat | GREY INDIA | Chairman and Managing Director |
Mehul Prajapati | GREY INDIA | Associate Creative Director |
Ruchita Bait | GREY INDIA | Art Director |
Anjory Gor | GREY INDIA | Animator |
Yuvraj Bandi | GREY INDIA | Editor |
Samir Chadha | GREY INDIA | Agency Film Producer |
Jignya Shedge | GREY INDIA | Agency Film Producer |
Harshad Khaire | Freelancer Illustrator | Illustrator |
Pravin Patil | GREY INDIA | Retouching Artist |
Prashant Raje | GREY INDIA | Head Studio & Production |
Dhananjay Thakur | GREY INDIA | Studio Manager |
Edward Arulnesan | GREY INDIA | Language Operator |
Rahul Ghanate | GREY INDIA | Agency Print Operator |
Ganesh Sakpal | GREY INDIA | DTP Operator |
Sunil Lulla | ALTBalaji | Group CEO |
Sunil Nair | ALTBalaji | Chief Operating Officer |
Divya Dixit | ALTBalaji | Senior VP and Marketing Head |
Mohit Khatwani | ALTBalaji | AVP, Product |
Joyce Andrade | ALTBalaji | AVP, Head of Operations |
Allan Mascarenhas | ALTBalaji | Head of Promos |
Jitendra Yadav | ALTBalaji | Supervising Producer |
Aneesh Menon | ALTBalaji | Assistant Producer |
Dinraj Shetty | Sony Music Entertainment | Director - Publishing |
Ramesh Dighe | Before After | Print Production |
Dr. Amol Akhade | Nair Hospital | Health Consultant |
Ruben Nair | GREY INDIA | Account Management |
Breast Buffer is a breast cancer awareness initiative. It doesn’t involve any communication for OTC and prescribed medication which come under healthcare regulatory bodies. ALTBalaji – a video-on-demand app, partnered with doctors who specialise in Cancer Care. We collaborated with renowned Oncologist, Dr.Amol Akhade – DM (Medical Oncologist), Nair Hospital and his team. It was under his specific guidance that we created breast self-examination videos in English and Hindi. The steps mentioned in the videos were medically ratified by him and his team. The intent of creating the videos was to ensure women get into a habit of checking themselves regularly. ALTBalaji replaced its regular buffering symbol with the simple, yet unique ‘Breast Buffer’ symbol. So, every time the content buffered, our new 'Breast Buffer' symbol popped up as a personal and discreet reminder. The message next to the symbol, encouraged women to check themselves for breast cancer and visit the Initiatives page on the app. The Initiatives page featured the breast self-examination videos along with inspirational videos of celebrities from the ALTBalaji stable. Furthermore, to ensure the symbol reached women subscribers, the ‘Breast Buffer’ symbol appeared only on the top 24 women-centric shows of the app.
Even though most urban women are aware of the dangers of breast cancer, they don’t remember to check themselves regularly. A timely reminder that fits into their daily content viewing habits, can be invaluable because an early detection of breast cancer greatly improves the chances of surviving.
Turning downtime into a useful reminder for breast self-examination. ALTBalaji replaced its regular buffering symbol with the simple, yet unique ‘Breast Buffer’ symbol. So, every time the content buffered, our new 'Breast Buffer' symbol popped up as a personal and discreet reminder. The message next to the symbol, encouraged women to check themselves for breast cancer. The symbol was surprising, unmissable and informative. Something our viewers noticed and engaged with in huge numbers.
Women in India spend twice as many hours as men, watching content online. But given the data speeds on mobile devices in India, there is evidently some downtime while watching video content. In fact, ALTBalaji’s subscribers stare at the buffering symbol for an average of 18 seconds per episode. Which means their entire women subscriber base of 1.2 million stares at the buffering symbol for approximately 360,000 minutes a day. Can we utilise this downtime to remind women to check themselves for breast cancer?
ALTBalaji has a lot of programming which is women-centric. So, they chose 24 shows which were the most popular and decided to replace the buffering symbol on these programmes. The buffering symbol works as a personal and discreet reminder that encouraged them to check themselves for breast cancer. It was accompanied by a message that guided them to the initiatives page, which included breast self-examination tutorials in English and Hindi. Moreover, prominent Bollywood celebrities supported the initiative and created awareness about the new symbol on social media. The new symbol was surprising, unmissable and women engaged with it in huge numbers - 24 million interactions in 6 weeks to be precise. The Breast Buffer symbol was launched on the 16th of April and ALTBalaji embedded it on its content for a period of 3 months.
24 Million interactions in six weeks 4.8 Million women reached 5.2 Million breast self-examination tutorial video views Rs.26 Million earned media