B reast cancer awareness is a sensitive topic in India, but Tata Trusts took a clever approach in their campaign to spread awareness on the issue. And the message has not been lost on women. They connected the dots between cooking and self-care, comparing lumps in food to potential lumps in their breasts.
The ad encourages women not to overlook the lumps in breasts and to examine themselves with the same careful attention they give to cooking. After all, prevention is better than cure. The brand’s objective is to encourage testing so that the cancer-causing cells are caught early on.
Tata Trusts roped in Sanjeev Kapoor — a trusted name in food for Indian mothers and wives. In a social experiment, the ad showcases the chef ignoring the gaanth (lumps) in dishes like white sauce pasta and aate ka halwa . That serves as a surprise metaphor.
The film tapped into women’s sentiments toward cooking and food. Lumps in any dish are a big no for them. And, the brand intends to create a similar unsettling approach for lumps in breasts as well.
“By building our narrative around women and their love for cooking, we hope to nudge a deep behaviour change,” said Deepshikha Surendran, head of brand and marketing communications, Tata Trusts. Titled ‘ Gaanth pe dhyan’ (pay attention to lumps), the commercial has garnered thousands of views in four days. And viewers find the video “very informative”.
Some comments read: “Awareness is the key to early detection”, “great vid.