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Grey Group India campaign changes buffering symbol into a reminder for a breast cancer check-up

Grey Group has created ‘Breast Buffer’ for Indian video on demand platform ALTBalaji. The notoriously laggy Indian networks mean a lot of time spent watching the ‘video buffering’ circle.

And so, the agency has transformed the time taken to buffer content into a reminder of and a demo for a breast self exam, used to detect cancer.

According to a release from Grey Group, the buffer activates only on the accounts of the women on the platform and aims to transform a moment of irritation into one that can deliver a useful health message.    

Speaking of the initiative, ALTBalaji senior vice president and head of marketing Divya Dixit said: “At ALTBalaji, we 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.”

Credits

Marketer: ALTBalaji India

Agency: Grey Group India

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