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Breast Buffer

Industry: Media & Publishing
Published:Apr., 2019
Style: Minimalism
Women in India spend twice as many hours as men, watching content online. But given the data speeds on mobile devices in India, there is evidently some downtime while watching video content. In fact, ALTBalaji’s subscribers stare at the buffering symbol for an average of 18 seconds per episode. Which means, their entire women subscriber base of 1.2 million stares at the buffering symbol for approximately 360,000 minutes a day. So, could we turn this downtime into a useful reminder for breast self-examination?

ALTBalaji replaced its regular buffering symbol with the simple, yet unique ‘Breast Buffer’ symbol. So, every time the content buffered, our new 'Breast Buffer' symbol popped up as a personal and discreet reminder. The message next to the symbol, encouraged women to check themselves for breast cancer. The symbol was surprising, unmissable and informative. Something our viewers noticed and engaged with in huge numbers.
Chief Creative Officer:
Creative Director:
Art Director:
Other credit:Associate Creative Director: Mangesh Kavale
Creative Controller: Mehul Prajapati
National Planning Head: Arun Raman
Chairman and Managing Director: Yash Samat
Retouching Artist: Pravin Patil
Artwork: Ganesh Sakpal
Agency Film Producers: Samir Chadha, Jignya Shedge
Head Studio & Production: Prashant Raje
Studio Manager: Dhananjay Thakur
Language Operator: Edward Arulnesan
Group Chief Executive Officer (ALTBalaji): Sunil Lulla
Chief Operating Officer (ALTBalaji): Sunil Nair
Senior VP and Marketing Head (ALTBalaji): Divya Dixit
AVP, Product (ALTBalaji): Mohit Khatwani
AVP, Head of Operations (ALTBalaji): Joyce Andrade
Head of Promos (ALTBalaji): Allan Mascarenhas
Supervising Producer (ALTBalaji): Jitendra Yadav
Assistant Producer (ALTBalaji): Aneesh Menon
Director, Publishing (Sony Music Entertainment): Dinraj Shetty
Cannes Lions International Festival of Creativity 2019
Shortlist Media
Media / Entertainment
Cannes Lions International Festival of Creativity 2019
Shortlist Media
Use of Digital Platforms
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