Mahindra: Mahindra

Credits & Description:

Alternative title: Sehat Ka Batua
Media: Print
Category: Automotive
Client: Mahindra Rise / Cancer Patients Aid Association (CPAA)
Agency: GREY group
Country: India
Motion Graphics Designer: Anjory Gor
Chief Creative Officer/Copywriter: Sandipan Bhattacharyya
Group Creative Director: Shouvik Gupta
Creative Director/ writer: Vivek Bhambhani
Associate CD / Art Director: Mangesh Kavale
Creative Group Head/ Copywriter: Mehul Prajapati
Illustrator: Harshad Khaire
Illustrator: Rashmi Naik Nimbalkar
Illustrator: Avinash Kanse
Editor: Yuvraj Bandi
Photographer: Sandeep Barge
Retoucher: Pravin Patil
Retoucher: Rajesh Salodkar
Retoucher: Sanjay Shetye
Designer: Mangesh Kavale
National Planning Head: Arun Raman

AVP-Planning: Abigail Dias
VP-Account Management: Vineet Singh
Client Services Director: Rana Ghoshal, RC&M Grey
Artwork: Sandeep Bagayatkar, Vaibhav Bhilare, Hitesh Naik
Product Manufacturer: Satish Ramugude
Print Production: Ramesh Dighe, Before After
Agencey Film Producers: Samir Chadha, Jignya Shedge
Agency Print Producers: Dhananjay Thakur, Prashant Raje, Rahul Ghanate
Film Production: Bowline
Director: Ankit Dahiya
Executive Producer: Pooja Krishnamoorthy
Assistance Director: Cynthia Roli Gupta
DOP: Abhinav Chatterjee, Saumya Joshi, Sagar Palkar
Editor: Anshul Khatri
Singer: Anandmurti Gurumaa
Music composer: Mystica Music
Synopsis:
A unique CSR initiative for self-diagnosis of breast cancer in India.
The incidence of breast cancer is on the rise in rural India but women are unaware of simple self-examination steps that can detect breast cancer early. These women live in media-dark areas, so conventional media doesn’t reach them. Moreover, culturally these women are not open about such issues. Could we remind them in a way that is discreet and personal, so that checking themselves becomes a habit?
These women have a unique practice – they keep their purses in their blouses to protect their money. Can this habit also protect them from breast cancer? We designed purses with illustrative visuals of women checking themselves – which served as a reminder medium to perform the simple breast self-examination steps given inside.
The purses were distributed during health awareness drives in Madkepada, Belwadi, Kinipada, Katkariwadi, Sutarpada, Warkhanda among other villages in Maharashtra. Women were taught how to perform a breast self-examination at home, before giving them the purses that serve as a reminder. The initiative will be scaled up to reach even more women in media-dark parts of the country.