Mahindra: The Health Purse (Sehat Ka Batua) [Supporting Images] 4

Credits & Description:

Brand MAHINDRA RISE
Entrant GREY INDIA MUMBAI
GREY INDIA Mumbai, India Entrant Company
GREY INDIA Mumbai, India Idea Creation
GREY INDIA Mumbai, India Media Placement
Sandipan Bhattacharyya GREY India Creative Director
Mangesh Kavale GREY India Ideation, Art Direction, Design
Vivek Bhambhani GREY India Creative Director, Copywriter
Shouvik Gupta GREY India Creative Director
Mehul Prajapati GREY India Copywriter
Arun Raman GREY India Strategic Planner
Abigail Dias GREY India Strategic Planner
Vineet Singh GREY India Account management
Rana Ghoshal RC&M GREY Account Management
Ankita Dahiya Bowline Video Director
Pooja Krishnamoorthy Bowline Executive Producer
Deepak Oberoi RC&M GREY Account Management
Samir Chadha GREY India Agency Producer
Yuvraj Bandi GREY India Editor
Anjory Gor GREY India Motion Graphics
Jignya Shedge GREY India Agency Producer
Prashant Raje GREY India Print Production
Pravin Patil GREY India Retouching
Sanjay Shetye GREY India Retouching
Vaibhav Bhilare GREY India Artwork
Dhananjay Thakur GREY India Print Production
Abhinav Chatterjee Bowline DOP
Sagar Palkar Bowline DOP
Saumya Joshi Bowline Second Unit DOP
Cynthia Roli Gupta Bowline Director's Assistant
Anshul Khatri Bowline Editor
Harshad Khaire Independent Illustrator
Rashmi Naik Nimbalkar Independent Illustrator
Avinash Kanse Independent Illustrator
Sandeep Barge Independent Photographer
Entry Summary
The incidence of breast cancer is on the rise in rural India. While the awareness of simple preventive self checks is very low.
Moreover, culturally women are not open about their health issues in these remote villages, which is why the reminder medium needed to be something discreet and personal - A 'Batua', the traditional Indian women's purse. Women in rural India have a unique practice when it comes to protecting their money - they keep their purses in their blouses. Can this unique habit also help protect them from breast cancer?
Brief Explanation
The best way to effect any behaviour change is to ride on existing cultural behaviour. Women in rural India have a unique practice when it comes to protecting their money - they keep their purses in their blouses. Could this unique habit also help protect them from breast cancer? Riding on this, we designed purses with illustrative visuals of women checking themselves - which served as a reminder to perform the simple breast self-examination steps given inside. The purses were printed on skin-friendly cloth and designed using 9 famous Indian folk-art styles. The 'batua' thus became a purse that didn't just protect their wealth, but their health as well.