A Bengaluru-based private hospital has launched a campaign encouraging women to make breast awareness part of their monthly routine, with a simple reminder to look for changes, become familiar with how their breasts normally feel, and seek medical advice if anything unusual is noticed.
The nationwide campaign, ‘Left Right Kiya Kya?’, was launched by HCG Cancer Hospitals with the aim of extending breast cancer awareness beyond October, when campaigns typically focus on the disease. It encourages women to spend three minutes every month paying attention to both breasts. The campaign uses the familiar words ‘left’ and ‘right’ as a reminder to check both breasts and recognise unusual changes. It includes music and an AI-generated film featuring women in everyday situations. An on-ground activation at Nexus Seawoods in Navi Mumbai featured a live musical performance by women dressed in pink, followed by a doctor’s demonstration on recognising breast changes. “Most breast changes are not cancer, but they should never be ignored.
According to the International Agency for Research on Cancer’s GLOBOCAN 2024 estimates cited by the hospital, India recorded about 2.37 lakh new breast cancer cases and 96,100 deaths in 2024. Breast cancer accounts for about 30% of new cancer diagnoses among women in the country.
Jayanti Thumsi, Group Lead, Robotic Breast Surgery, at the hospitals, said some women sought medical help only when their cancer was advanced, while others noticed changes but did not act on them. If you notice a lump, unusual nipple discharge, or any other change, consult a doctor without delay, rather than waiting for your next monthly reminder,” she said. Manu Sankar Das, Chief Marketing Officer, HCG Cancer Hospitals, said the campaign was designed to make breast awareness a recurring habit rather than an annual reminder.
