MUMBAI: ALTBalaji, India’s leading homegrown digital platform, launches an initiative to help recognise and sensitize people about breast cancer. With their campaign #BreastBuffer, the OTT player is creating awareness, for the discovery and early detection of this malady, by redesigning their buffer symbol in a unique manner. ALTBalaji has always endeavoured to portray the strength and confidence of today’s Indian woman as she redefines conventional roles and shapes her own destiny.

The streaming platform showcases women of substance through its multiple path-breaking characters and believes that nothing should come in the way of a woman’s ability to live life on her own terms, least of all, ill health. There has been a sharp rise in the incidence of breast cancer over the last decade, especially amongst women under the age of 50, where over 1.6L cases have been reported in India as of 2018. With a very low level of awareness about breast cancer, identifying the potential threat flies under the radar, and is frequently ignored due to social taboos and misinformation. This is detrimental to their health and livelihood, not to mention the devastating effects on their loved ones. The idea of preventive self-care, to spot and thwart instances of breast cancer early, has hence become even more crucial and ALTBalaji aims to remind audiences that all it needs is two minutes of their time to ensure they live a healthy and active life.

The “Breast Buffer” as a symbol on the platform will remind viewers to check for signs of breast cancer on a regular basis. With the brand’s presence being extremely strong amongst a wide cross section of the population in the country, the initiative will help to create awareness and acceptance amongst the masses.

The #BreastBuffer campaign commences along with the two year anniversary celebrations of the streaming platform. The campaign will also have videos featuring popular stars from the ALTBalaji family, equipping them with information to detect and combat Breast Cancer. These video messages, will be shared across all the official social media platforms of ALTBalaji, so as to reach out to and sensitise as many people as possible.

While speaking about the cause, Divya Dixit, Sr. VP and Head Marketing ALTBalaji, said, “At ALTBalaji, we strongly believe in empowering women, which also reflects in our stories that speak about strong female characters. As a platform, we have an important role to play in emancipating women by increasing awareness about breast cancer and its implications. The Breast Buffer symbol will be a gentle reminder to our female viewers and their loved ones. Through such initiatives, ALTBalaji aims to contribute to the society in a meaningful manner, break social barriers and foster positive conversations around a topic that has been taboo for too long.”