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.”


Marketer: ALTBalaji India

Agency: Grey Group India


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing