SUB CATEGORY :

LOTUS ROOTS

COMPANY ENTERING :

GREY WORLDWIDE INDIA, MUMBAI

TITLE :

SEHAT KA BATUA - THE HEALTH PURSE

BRAND :

MAHINDRA RISE

ADVERTISER :

MAHINDRA RISE

AGENCY :

GREY WORLDWIDE INDIA PVT. LTD., MUMBAI

CHIEF CREATIVE OFFICER :

SANDIPAN BHATTACHARYYA

CREATIVE DIRECTOR :

VIVEK BHAMBHANI/SHOUVIK GUPTA

COPYWRITER :

MANGESH KAVALE/SANDIPAN BHATTACHARYYA/VIVEK BHAMBHANI/
MEHUL PRAJAPATI

ART DIRECTOR :

MANGESH KAVALE

ACCOUNT DIRECTOR :

RANA GHOSHAL/DEEPAK OBEROI

STRATEGIC PLANNING DIRECTOR :

ARUN RAMAN

MARKETING COMMUNICATION DIRECTOR :

SUVRATA GHARGE/ANIRBAN GHOSH

AGENCY PRODUCER :

SAMIR CHADHA/JIGNYA SHEDGE

FILM PRODUCTION COMPANY :

BOWLINE, MUMBAI

DIRECTOR :

ANKIT DAHIYA

EXECUTIVE PRODUCER :

POOJA KRISHNAMOORTHY

EDITOR :

YUVRAJ BANDI

ANIMATOR :

ANJORY GOR

PRINT PRODUCTION COMPANY :

BEFORE AFTER, MUMBAI

RETOUCHER :

RAJESH SALODKAR/PRAVIN PATIL

ILLUSTRATOR :

HARSHAD KHAIRE/RASHMI NAIK NIMBALKAR/AVINASH KANSE

PRINT PRODUCER :

RAMESH DIGHE

CAMPAIGN SUMMARY :

THE HEALTH PURSE - A PURSE THAT NOT ONLY PROTECTS YOUR MONEY, BUT PROTECTS YOU FROM THE DANGERS OF BREAST CANCER AS WELL. THE BEST WAY TO EFFECT ANY BEHAVIOUR CHANGE IS TO RIDE ON EXISTING CULTURAL BEHAVIOUR. A 'BATUA' IS THE TRADITIONAL INDIAN WOMEN'S PURSE. WOMEN IN RURAL INDIA HAVE A UNIQUE PRACTICE WHEN IT COMES TO PROTECTING THEIR MONEY - THEY KEEP THEIR PURSES IN THEIR BLOUSES. COULD THIS UNIQUE HABIT ALSO HELP PROTECT THEM FROM BREAST CANCER? RIDING ON THIS AGE-OLD HABIT, WE DESIGNED PURSES WITH ILLUSTRATIVE VISUALS OF WOMEN CHECKING THEMSELVES - WHICH SERVED AS A REMINDER TO PERFORM THE SIMPLE BREAST SELF-EXAMINATION STEPS GIVEN INSIDE. THE PURSES WERE PRINTED ON SKIN-FRIENDLY CLOTH AND DESIGNED USING 9 FAMOUS INDIAN FOLK-ART STYLES. THE 'BATUA' THUS BECAME A PURSE THAT DIDN'T JUST PROTECT THEIR WEALTH, BUT THEIR HEALTH AS WELL.

THE BRIEF :

THE INCIDENCE OF BREAST CANCER IS ON THE RISE IN RURAL INDIA BUT WOMEN ARE UNAWARE OF SIMPLE SELF-EXAMINATION STEPS THAT CAN DETECT BREAST CANCER EARLY. THESE WOMEN LIVE IN MEDIA-DARK AREAS, SO CONVENTIONAL MEDIA DOESN’T REACH THEM. MOREOVER, CULTURALLY THESE WOMEN ARE NOT OPEN ABOUT SUCH ISSUES. COULD WE REMIND THEM IN A WAY THAT IS DISCREET AND PERSONAL, SO THAT CHECKING THEMSELVES BECOMES A HABIT?

THE STRATEGY :

THE PRIORITIES OF THE WOMEN IN RURAL INDIA ARE CENTRED AROUND TAKING CARE OF THEIR FAMILIES. THEY HAVE NEITHER THE TIME NOR THE INCLINATION TO THINK ABOUT THEIR OWN HEALTH - VERY OFTEN WAITING FOR SYMPTOMS OF ILLNESS TO MANIFEST TO A DEGREE THAT IS HARD TO CURE. TO INCREASE THE EARLY DETECTION OF BREAST CANCER, A NEW BEHAVIOUR HAD TO BE INTRODUCED TO THEM. THEY HAD TO BE TAUGHT HOW TO EXAMINE THEMSELVES AND TO DO IT REGULARLY. BECAUSE THE REACH OF MEDIA IS LIMITED IN THESE VILLAGES, THE CAMPAIGN WAS PART OF A DIRECT OUTREACH PROGRAMME THAT TRAVELLED FROM VILLAGE TO VILLAGE TO ENGAGE WITH, EDUCATE THEM AND GIVE THE PURSES THAT WOULD REMIND THEM TO MAKE SELF CHECKS A HABIT.

THE EXECUTION :

THESE PURSES ARE MADE IN 9 POPULAR FOLK-ART STYLES WHICH RURAL INDIA IS FAMILIAR WITH. NAMELY: GONDH, PICHWAI, RAJPUT, PHAD, KALIGHAT, KALAMKARI, PATACHITRA, MADHUBANI AND CHERIYAL. THE FRONT FACE OF THE PURSES HAS A SIMPLE PLAY ON A WOMAN CONDUCTING A BREAST SELF-EXAMINATION, RENDERED DIFFERENTLY FOR DIFFERENT STYLES. THESE WERE METICULOUSLY CREATED WITH THE HELP OF FOLK ARTISTS, OVER THE COURSE OF TWO MONTHS. THE INSIDE FLAP HAS SIMPLE STEP ILLUSTRATIONS THAT ARE A USEFUL VISUAL GUIDE FOR WOMEN TO DO THE SELF CHECKS. THE HEALTH PURSES WERE GIVEN OUT AS A PART OF HEALTH AWARENESS DRIVES IN MADKEPADA, BELWADI, KINIPADA, KATKARIWADI, SUTARPADA, WARKHANDA AMONG OTHER REMOTE VILLAGES IN MAHARASHTRA, WITH THE SUPPORT OF CPAA – CANCER PATIENTS AID ASSOCIATION. THE INITIATIVE IS BEING SCALED UP TO REACH 130 MORE VILLAGES IN MEDIA-DARK PARTS OF THE COUNTRY.

THE RESULT :

IN THE FIRST PHASE OF THIS DIRECT OUTREACH PROGRAMME, 2500 HEALTH PURSES WERE DISTRIBUTED TO RURAL INDIAN WOMEN ACROSS 6 VILLAGES. THE IMPACT CAN BE GAUGED FROM THE FACT THAT: A) THE CANCER PATIENTS AID ASSOCIATION OF INDIA NOT ONLY CONDUCTED THE HEALTH WORKSHOPS IN THESE 6 VILLAGES, THEY ALSO DISTRIBUTED THE HEALTH PURSES, A CONFIRMATION OF THE RELEVANCE OF THE MESSAGING. B) BOTH MAHINDRA RISE AND THE CPAA ARE COMMITTED TO SPREAD THIS INITIATIVE TO 130 MORE VILLAGES THROUGH THE YEAR. C) THE TASK OF THE PROGRAMME WAS TO HELP WOMEN UNDERSTAND THE SEVERITY OF BREAST CANCER, THE NEED FOR SELF-EXAMINATION AND THE NECESSITY TO REMIND THEMSELVES TO DO THIS REGULARLY. THE HEALTH PURSE IS A REMINDER TOOL AND ONCE IT REPLACES THE EXISTING PURSES IN THE WOMENS' DAILY LIVES, THE BEHAVIOUR CHANGE WOULD HAVE BEEN ACHIEVED.