Fujifilm India’s latest campaign raises awareness about early detection of breast cancer. Featuring actor Sonali Bendre, herself a cancer survivor, the film’s tagline is “Let’s find It early. Fight it early”.
Conceptualised by Hakuhodo Sync, the film features a montage and encourages women from all walks of life to shed their inhibitions and discuss their health issues, highlighting the importance of early detection and timely diagnosis.
Breast cancer is often surrounded by a stigma that discourages open discussions. As per Globocan data 2020, in India, breast cancer accounted for 13.5 pc of all cancer cases and 10.6 pc of all deaths, informed an official statement. The campaign highlights Fujifilm’s mammography solutions, which play a pivotal role in early breast cancer detection.
Bendre said, “It’s a simple message, early detection can save lives. This film beautifully encapsulates how early detection can play a crucial part in winning the battle against breast cancer. Together with Fujifilm India, I am advocating for early detection, empowering women to step forward confidently and undergo timely screenings. Let’s Find it Early. Fight It Early.”
Koji Wada, Managing Director, Fujifilm India, said, “We take immense pride in creating and releasing this ad film featuring our esteemed brand ambassador for breast cancer screening advocacy, Sonali Bendre. Her remarkable battle against cancer has ignited hope among numerous cancer survivors. Our dedication lies in providing state-of-the-art technological solutions and advanced medical devices to facilitate early screening and diagnosis.”
Abhi Shekhar Singh, Vertical Head, Corporate Communications & CSR – Fujifilm India, added, “As a brand professional, this was a very proud moment for me because this was shot on Fujifilm Fujinon Premista Cine lenses and the Director and Director of Photography have done justice to the treatment and made the storytelling very empathetic. I hope the campaign would be able to take the corporate message of Fujifilm to its audience and would be able to resonate the ethos of realisation of a sustainable society basis the Sustainable Value Plan 2030 of Fujifilm Group.”
“It is a matter of pride that we were able to carry out the social message on early detection of breast cancer through our creative planning. The subject is challenging and from a creative perspective, it was Hakuhodo Sync’s effort to make the treatment very classy yet hard-hitting. The corporate advertising mandate of Fujifilm India has grown strength by strength and we are very happy to add value to the good social efforts of the brand,” said Vineet Grover, Business Partner, Hakuhodo Sync.
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(This information is published from a press release.)