Mumbai: Tata Trusts has unveiled its powerful new awareness campaign titled ‘Khud Se Jeet’, a compelling initiative designed to encourage early screening for cervical cancer by addressing the internal battle many women face — the hesitation, stigma, and silence that often keep them from seeking timely help.
Cervical cancer remains the second most common cancer among Indian women, yet due to limited awareness, fear, and cultural stigma, many continue to delay or avoid screening altogether. ‘Khud Se Jeet’—which translates to ‘Win Against Yourself’—aims to shift this narrative through an evocative film that tells the emotional journey of a woman grappling with self-doubt and denial before ultimately choosing self-care and screening.
Shilpi Ghosh, Communications Specialist at Tata Trusts, said, “Khud Se Jeet was born from listening to women — their silence, their fears, their hesitation. Cervical cancer isn’t just a medical issue; it’s an emotional one, hidden in whispers and what-ifs. We realized that lack of access isn’t the only hurdle; there is also the doubt that tells a woman not to act, speak, or put herself first. This campaign is our attempt to give her that nudge, to say: you matter, your health matters. Through every frame, every word, and every touchpoint, we want her to know that winning this battle within could mean gaining the life she deserves.”
The film at the heart of the campaign is a quiet, intimate portrayal of transformation—shot to reflect the inner world of a woman confronting her fears, and choosing action. It captures her transition from uncertainty to empowerment, resonating with countless women who may be navigating similar internal dialogues.
Kalyan Ram Challapalli, Chief of Strategy & Partner at Beeing Social and Founder of Wolfzhowl, added, “This wasn’t just another awareness film — it was a deeply human story. We wanted the visuals to feel intimate, like we were entering a woman’s personal world — her home, her silence. Every frame was designed to reflect what so many women experience quietly: the uncertainty, the emotional weight, the quiet bravery it takes to say, ‘maybe I should go see a doctor and get a screening.’ The inspiration came from real voices: women who didn’t speak out until it was too late, and those who did, and lived longer because of it. If this film helps even one woman say, ‘I won’t ignore this anymore,’ then it has done its job.”
Backed by extensive grassroots efforts, the campaign aligns with Tata Trusts’ broader commitment to public health, including over 26,000 cervical cancer screenings conducted across various states in partnership with state governments and local organisations.
The ‘Khud Se Jeet’ film is available on Tata Trusts’ YouTube, LinkedIn, Instagram, X (formerly Twitter), and Facebook platforms. The campaign will also be amplified through digital media and on-ground activations in collaboration with Tata Group companies and partner hospitals, furthering its reach and impact.
By focusing on empathy, storytelling, and real-world action, ‘Khud Se Jeet’ delivers a powerful message: that overcoming inner fear is the first step toward a healthier future.
