Gaanth
Pe Dhyaan

Tata Trusts' ‘Gaanth Pe Dhyan’ campaign, launched in October 2023 during Breast Cancer Awareness Month, stands as a unique and impactful initiative aimed at raising awareness about the critical importance of early detection of breast cancer. This campaign employs a powerful metaphor that resonates deeply with women, across the country, encouraging them to take proactive steps towards their health.
At its core, ‘Gaanth Pe Dhyan’ draws a parallel between the careful attention women give to preventing lumps in their cooking and the necessity of regular self-examination to detect breast lumps early. This innovative approach has proven highly effective, fostering a sense of personal responsibility for health among diverse groups of women. With its genesis as an on-ground activation initiative, 'Gaanth Pe Dhyan' leveraged local expertise and collaborations with celebrity chefs across regions, to effectively bridge cultural divides and connect with communities nationwide.

Encouraged by the positive response received during the community events, the Tata Trusts have launched a powerful social awareness film using this refreshing new insight that links cooking to self-care in an attempt to nudge women to reimagine their priorities and make breast cancer screening a part of their routine. Drawing inspiration from the meticulous care that women put into addressing lumps in their food, the film encourages women to check their breasts for lumps with the same attentiveness and seek medical attention, if found. Featuring renowned chef and Padma Shri recipient Sanjeev Kapoor, the film takes the audience on an unexpected journey, with ‘gaanths’ (lumps) in special dishes disrupting the cooking experience and serving as a surprise metaphor. It prompts women to understand the need for conducting regular breast self-examination and check for any lumps or abnormalities that could potentially be cancerous. By showcasing breast screening as a form of self-care that should come naturally to women, the film inspires and empowers them to take proactive steps for early detection of breast cancer that can save lives.

Ganth Pe Dhyaan campaign video >>
Ganth Pe Dhyaan Press Release >>

Early Detection Can Save Lives!

Beyond the pink ribbon lies a deeper story. A story of hope blossoming from awareness. Gaanth pe Dhyaan takes you on a journey through the breast cancer screening movement, revealing its power in early detection and its ripple effect on lives. It’s a reminder that early detection helps save lives.