Tata Trusts, an Indian organisation launched a social awareness campaign featuring Chef Sanjeev Kapoor claiming to promote breast cancer screening for women.  From what it is understood, the organisation has established screening kiosks and diagnostic units, collaborating with state governments and the National Health Mission to ensure access to high-quality and affordable care and support breast cancer screening programmes. 

Reportedly, Tata Trusts unveiled a campaign, ‘Gaanth Pe Dhyan’ (‘Focus on the Lump’), which draws inspiration from the care that women put into cooking meals and preventing lumps from forming in their food to encourage women to apply the same attention to self-examining their breasts regularly for any sign of a ‘gaanth’ (lump).  The Trusts launched a film to nudge more women to prioritize their health and self-care. Featuring Chef Sanjeev Kapoor, the film is aimed to reaching with an engaged audience of women viewers. The film is looking forward to inspire women to sign up for breast screening, encourage them not to neglect their health, and help save lives.  

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“At Tata Trusts we recognize the crucial role that awareness can play in educating women on the importance of early detection through self-breast examination. Gaanth pe Dhyan is our endeavor to use a simple everyday insight to nudge women to adopt this critical behavior change and prioritise their health,”Shilpi Ghosh, brand and marketing communications, Tata Trusts, said. 

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