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
Another gem from the guys that brought you iSea.
ReplyIt’s Spring time, which means it’s [Edited under Mumbrella’s community guidelines] time.
Come on Mumbrella. Starve the agencies of the column inches (which as you know the agency uses as part of its award entry as evidence of media coverage) and this rubbish may actually decrease.
You have a responsibility to help the A’s industry develop in this region. Covering [Edited under Mumbrella’s community guidelines] only helps hold it back.
Stand for something
ReplyM is right. Pls dont publish [Edited under Mumbrella’s community guidelines].. that too so bad. in their case study they will show this article’s screen shot and say that ‘we got media attention’. ha ha.
In this era where everyone is questioning advertising and its effects – pls don’t promote someone’s portfolio. Pls find real work which is making difference to the client, business and industry.
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