BREAST BUFFER

Short List
TitleBREAST BUFFER
BrandALT BALAJI
Product / ServiceBREAST CANCER AWARENESS
CategoryB01. Brand-led Education & Awareness
EntrantGREY INDIA Mumbai, INDIA
Idea Creation GREY INDIA Mumbai, INDIA
Media Placement ALTBALAJI Mumbai, INDIA
Production ALTBALAJI Mumbai, INDIA

Credits

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

Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:

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.

Describe the target audience and why your work is relevant to them.

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.

Describe the creative idea

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.

Describe the strategy

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?

Describe the execution

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.

List the results

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

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