Mumbai : The third edition of Sanjeevani: United Against Cancer—a flagship initiative by the Federal Bank Hormis Memorial Foundation, News18 Network, and knowledge partner Tata Trusts—has unveiled The Pink Tag Project, a pioneering behavioural change campaign designed to embed breast cancer awareness into the most intimate moments of a woman’s daily life.
In India, a woman is diagnosed with breast cancer every four minutes, and one loses her life every eight minutes. Despite these alarming numbers, awareness remains limited—particularly in small towns and rural communities—where stigma, silence, and lack of access prevent open conversations around breast health. For many women juggling work, family, and household responsibilities, personal health is often postponed until a crisis strikes.
The Pink Tag Project addresses this gap through a powerful yet simple insight: the moment a woman gets dressed—alone, focused, and undistracted—can become a moment of self-care. The initiative introduces a small pink tag, stitched inside blouses, kurtas, or innerwear alongside the wash-care label. The tag carries easy-to-follow instructions for breast self-examination, turning an everyday garment into a quiet, persistent reminder for early detection.
Rather than demanding time, attention, or hospital visits, the Pink Tag works subtly—meeting women where they are. Every time they dress, the reminder returns. Over time, awareness transforms into habit. The initiative is documented in a compelling short film voiced by acclaimed actor Sheeba Chaddha, capturing the journey from insight to impact. The film portrays everyday scenes of women going about their routines before revealing the Pink Tag in moments of quiet discovery. What begins as curiosity soon sparks conversations—between daughters and mothers, grandmothers and granddaughters—supported by trained local women volunteers who speak the same language and understand the same fears.
Commenting on the initiative, M V S Murthy, Chief Marketing Officer, Federal Bank, said, “Real change doesn’t come from loud campaigns, but from interventions that whisper with empathy and consistency. The Pink Tag Project turns a simple garment into a life-saving tool by empowering women with knowledge and agency. This is not charity—it is behavioural design rooted in dignity and long-term community engagement.”
Sidharth Saini, COO, News18 Studios, added, “At Network18, participation matters as much as reach. The Pink Tag Project transforms a small design gesture into a daily reminder for early detection. It is lived, not disruptive—and that’s how real change becomes habit.”
Surojit Sen, Co-founder & CEO, Huddlers Innovation, noted, “Women often don’t have time for screenings. Dressing is one moment they are alone and attentive. By embedding life-saving messaging there, the Pink Tag Project turns awareness into action—quietly, consistently, and effectively.”
The Pink Tag Project drives three key behavioural shifts: it normalises conversations around breast health, embeds early detection into daily routine, and empowers women to act independently through self-examination—without cost, equipment, or appointments. The film is available across Sanjeevani’s digital platforms, News18 Network’s broadcast channels, and select streaming services.
Film Credits:
Voice-over: Sheeba Chaddha
Director: Rukshana Tabasum
DOP: Hardik Contractor
Producer: Bhupender Agarwal
Production House: Folklore