Tata Trusts has rolled out a campaign #GaanthPeDhyan (focus on the lumps), to raise awareness of breast cancer and early detection.

Conceptualised and executed by Basta Films, the campaign features chef and TV host Sanjeev Kapoor, highlighting the importance of prioritising health as meticulously as cooking. It draws parallels between the care women put into cooking, preventing lumps in their food, and urges them to apply the same diligence to regular breast self-examinations. By linking cooking and breast health, the campaign aims to inspire women to undergo screening, prioritise their well-being, and potentially save lives, addressing barriers like low awareness and social norms that hinder timely medical attention.

What we think about it: While the campaign succeeds in spotlighting a crucial health issue, there are some noteworthy critiques. The decision to feature a male chef, albeit respected in his field, may be questioned as it sidelines opportunities for female voices to narrate a woman's health story authentically. Additionally, the campaign risks perpetuating stereotypes by associating women primarily with cooking, potentially reinforcing outdated gender norms.

Shilpi Ghosh, brand and marketing communications, Tata Trusts, said, “At Tata Trusts we recognise the crucial role that awareness can play in educating women on the importance of early detection through self-breast examination. Gaanth pe Dhyan is our endeavour to use a simple everyday insight to nudge women to adopt this critical behaviour change and prioritise their health. The resonance that women showed to this message during our community events across the country encouraged us to reach a wider audience through a film, striving to help them understand how simple and easy it is and how potentially life-changing it can be."