Sanjeevani: United Against Cancer, a joint initiative by the Federal Bank Hormis Memorial Foundation, the News18 Network and knowledge partner Tata Trusts, has unveiled ‘The Pink Tag Project’, a new behavioural change campaign aimed at encouraging early breast cancer awareness among women through a simple yet deeply personal intervention. The initiative seeks to integrate reminders of self-care into women’s everyday lives by reaching them at moments of privacy and reflection.

According to a press release issued by the organisers, the campaign draws attention to the stark reality that in India, a woman is diagnosed with breast cancer every four minutes, while one loses her life to the disease every eight minutes. In many small towns and villages, awareness remains low and discussions around breast health are often clouded by stigma and silence. With women juggling household responsibilities, work and caregiving, personal health frequently takes a back seat until a medical emergency arises.

The Pink Tag Project is built on the insight that the act of getting dressed is one of the few moments in a day when women are alone and focused on themselves. As part of the initiative, a small pink tag carrying simple instructions for breast self-examination is stitched inside garments such as blouses, kurtas and innerwear, placed alongside the regular wash-care label. The tag is designed to serve as a gentle, non-intrusive reminder, encouraging women to pay attention to their health without demanding extra time or effort.

The journey of the idea has been captured in a short film narrated by actor Sheeba Chaddha. The film opens with the hard-hitting statistics on breast cancer in India and moves through scenes of women going about their daily routines in small communities. The turning point comes when the pink tag appears during intimate moments of dressing, prompting curiosity, conversations and questions. Local women volunteers step in to explain the importance of breast self-examination, gradually turning awareness into dialogue within families and neighbourhoods.

Speaking on the initiative, M V S Murthy, Chief Marketing Officer of Federal Bank, said the project reflects the organisation’s belief that meaningful change stems from empathetic, consistent interventions rather than loud campaigns. He noted that by collaborating with local tailors and volunteers, a simple garment has been transformed into a potentially life-saving tool that empowers women to take charge of their own health.

Sidharth Saini, COO of News18 Studios, said the campaign aligns with Network18’s philosophy of creating cause-driven initiatives rooted in everyday human behaviour. He emphasised that ‘The Pink Tag Project’ works because it becomes part of daily life, turning awareness into habit rather than a one-time message.

Surojit Sen, Co-founder and CEO of Huddlers Innovation Private Limited, added that the idea emerged from studying behavioural barriers to cancer screening, particularly among women who struggle to find time for their own wellbeing. He said embedding a health message into an everyday ritual has resulted in strong engagement because the initiative feels relevant, practical and personal.

The film showcasing ‘The Pink Tag Project’ will be available across Sanjeevani’s digital platforms, the News18 Network’s broadcast channels and select streaming services, reinforcing the campaign’s aim to stitch awareness into daily life and make self-care a routine rather than an afterthought.