ALTBalaji redesigns buffering symbol to create awareness about breast cancer

MUMBAI: Ad agency Grey India, on behalf of streaming platform ALTBalaji, has created Breast Buffering symbol a discreet and personal reminder that pops up while their content is buffering with an aim to encourage their women subscribers to perform a simple 2-minute breast self-examination regularly.

ALTBalaji has launched a campaign to highlight the sharp rise of breast cancer over the last decade, especially among women under the age of 50, with the idea of preventive self-care.

Balaji Telefilms, Joint MD, and Creative Director Ekta Kapoor tweeted, “ALTBalaji has always portrayed strong women characters. With this breast cancer awareness initiative for its women subscribers, we present the #BreastBuffer icon, as a reminder that regular self-examinations can help save lives.”

Actors including Hina Khan, Sagarika Ghatge, Asha Negi and Mahie Gill spoke appear in videos to talk about the ways one can check themselves, and take timely action and to also create awareness around this.

“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,” said AltBalaji SVP and Head Marketing Divya Dixit.

You may be interested