Mumbai: Sanjeevani: United Against Cancer—the initiative led by Federal Bank Hormis Memorial Foundation, News18 Network, and Tata Trusts—has launched its third edition, The Pink Tag Project, a pioneering behavioral change campaign designed to reach women in the most intimate moments of their day. The campaign aims to make self-care a routine, life-saving habit by stitching small, pink tags with instructions for breast self-examination inside everyday garments such as blouses, kurtas, and innerwear.
Speaking about the initiative, M V S Murthy, Chief Marketing Officer of Federal Bank, said, “At Federal Bank Hormis Memorial Foundation, we believe that real change doesn’t come from heightened campaigns. it comes from interventions that whisper, consistently, intimately, and with empathy. The Pink Tag Project is a testament to the power of behavioral design. By partnering with local tailors and volunteers, we’ve turned a simple garment into a life-saving tool. This is not charity – this is empowerment. This is about meeting women where they are, in their daily lives, and giving them the agency to protect themselves. When self-care becomes routine, survival becomes possible. The Pink Tag Project, underlines the consistency of our approach to communities. Always for a reason, consistent and long term. “
Sidharth Saini, COO of News18 Studios, added, “At Network18, reach matters, but participation matters more. Our cause work is rooted in real human insight—understanding how people live, what they notice, and what stays with them. The Pink Tag Project, as part of our Sanjeevani initiative, turns a small design gesture into a sustained reminder for early breast cancer detection. It is not disruptive; it is lived. And when communities engage with a message every day, change doesn’t demand attention—it becomes habit.”
Surojit Sen, Co-founder and CEO of Huddlers Innovation, said, “Working on the Sanjeevani initiative allowed us to do a deep dive into the behavioral aspects of people, particularly from the cancer screening perspective. Nobody has time to go for a screening, let alone women who barely manage time for their own wellbeing. That is when we discovered a moment when they would be alone and focused on themselves: when they’re dressing up. The Pink Tag Project isn’t just a campaign; it’s a behavioral change effort presented as a simple garment tag. The initial response has been overwhelming – not because it’s flashy, but because it’s real, it’s relevant, and it’s woven into their lives, literally.”
The campaign is designed to drive three critical behavioral shifts:
- Normalize conversations about breast health – The tag starts discussions safely and credibly through local volunteers.
- Embed early detection into routine – Women are reminded daily, making self-exams habitual.
- Empower women with agency – The tag provides knowledge and tools to act independently, without reliance on clinics or financial resources.
The initiative is documented in a short film, voiced by acclaimed actor Sheeba Chaddha, capturing the journey from insight to action. The film is now live across Sanjeevani’s digital platforms, News18 broadcast channels, and select streaming services, bringing awareness, empowerment, and practical tools to women nationwide.
This campaign exemplifies how behavioral design, empathy, and simplicity can create life-saving impact, turning ordinary daily moments into opportunities for awareness and action.
Credits:
VO: Sheeba Chaddha
Director: Rukshana Tabasum
DOP: Hardik Contractor
Producer: Bhupender Agarwal
Production House: Folklore
