Grey India and streaming platform ALTBalaji are hoping to drive self-examination among women viewers
ALTBalaji, an Indian video on demand platform is leveraging a surprising asset in the fight against breast cancer: it has platform-hacked the buffering symbol.
To encourage their women subscribers to perform a simple two-minute breast self-examination regularly, Grey India created ‘Breast Buffer’ - a discreet and personal reminder that pops up while their favourite content is buffering. This turns a moment of irritation into a reminder for breast self-examination for its strong women subscriber base.
The simple, yet unique graphic ‘Breast Buffer’ symbol that is disruptive and a useful twist on a regular buffer symbol.
The decision to raise awareness of breast self-examination taps into the platform’s demographic and strategy. Much of the content on the platform portrays modern Indian women as strong and confident and in control of their destiny. With a sharp rise in the incidence of breast cancer over the last decade, especially amongst women under the age of 50, the idea of preventive self-care has become even more crucial and the ultimate symbol of self determination.
The campaign has been a well-received awareness campaign and below is a recent tweet by Ekta Kapoor, one of Bollywood’s most influential producers and this explains the idea behind the symbol.
It was also been supported by a host of TV actors, with the likes of Hina Khan, Sagarika Ghatge, Asha Negi and Mahie Gillspoke appearing in videos to talk about the ways women can check themselves, and take timely action.
Divya Dixit, Senior VP and Head Marketing ALTBalaji, said, “At ALTBalaji, we strongly believe in empowering women, which also reflects in our stories that speak about strong female characters. 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.”