Mumbai : Sanjeevani: United Against Cancer—an initiative of the Federal Bank Hormis Memorial Foundation in partnership with the News18 Network and Tata Trusts—has launched The Pink Tag Project, a behavioural change campaign that integrates breast cancer awareness into women’s daily routines through a simple yet powerful intervention.
In India, a woman is diagnosed with breast cancer every four minutes, and one dies from the disease every eight minutes. Despite these numbers, awareness and early detection remain limited, especially in small towns and rural areas where conversations around breast health are rare and often burdened by stigma. For many women balancing household responsibilities and livelihoods, personal health is routinely deprioritised.
The Pink Tag Project addresses this gap by rethinking where and how awareness is delivered. The initiative introduces a small pink tag stitched inside everyday garments—blouses, kurtas and innerwear—placed alongside the wash-care label. Printed on the tag are simple instructions for breast self-examination, turning a private, routine moment into a daily reminder for self-care.
The insight is straightforward: the moment a woman gets dressed is often the only time she is alone, focused on herself. By embedding the message there, the campaign avoids clinics, seminars or one-time awareness drives, and instead becomes part of daily life.
The project is captured in a short film narrated by actor Sheeba Chaddha, documenting how a quiet design intervention can spark change. The film follows women through their everyday routines before revealing the Pink Tag during intimate moments of dressing. What begins as curiosity soon leads to conversations—supported by trained local women volunteers who explain breast self-examination in familiar language and trusted settings.
Commenting on the initiative, M V S Murthy, Chief Marketing Officer, Federal Bank, said the project reflects the belief that meaningful change comes from empathy-led design rather than loud campaigns. “By working with local tailors and volunteers, we have transformed an ordinary garment into a tool for early detection and self-empowerment,” he said.
Sidharth Saini, COO, News18 Studios, said the campaign stands out because it is lived, not disruptive. “When a message is encountered every day, it stops being a reminder and becomes a habit,” he noted.
According to Surojit Sen, Co-founder and CEO, Huddlers Innovation, the project focuses on agency. “Breast self-examination requires no equipment or appointments—only awareness and action. The Pink Tag delivers both at the right moment.”
The Pink Tag Project aims to normalise conversations around breast health, embed early detection into routine behaviour, and empower women to take charge of their own wellbeing. The film is being distributed across Sanjeevani’s digital platforms, News18 Network channels and select streaming services.
