Tata Trusts have launched a new social awareness film titled Gaanth Pe Dhyan (Focus on the Lump), aimed at promoting breast cancer screening among women. This film ingeniously leverages the act of cooking, a daily routine for many women, to highlight the importance of self-care and regular breast self-examination.
Tata Trusts X Sanjeev Kapoor
A Unique Approach to Health Awareness
The film stars renowned chef and Padma Shri recipient, Sanjeev Kapoor, and transitions from a typical cooking lesson to a meaningful conversation on the early detection of breast cancer. By linking gaanths (lumps) found in food to lumps in the breast that could indicate cancer, the film employs a creative metaphor to encourage women to check their breasts with the same attentiveness they apply to their cooking.
The Narrative Behind Gaanth Pe Dhyan
Gaanth Pe Dhyan uses a social experiment format within the film, showcasing culinary demonstrations where unexpected lumps disrupt the cooking process. This powerful imagery serves as a reminder for women to perform breast self-examinations regularly and seek medical attention if any abnormalities are found.
Also Read: Boat Announces Jasleen Kaur Royal as Brand Ambassador
Deepshikha Surendran’s Insight
Deepshikha Surendran, head of brand and marketing communications at Tata Trusts, emphasized the need to promote health consciousness among women. She explained, “There is a need to promote health consciousness among women. Breast self-examination can potentially save lives, and by building our narrative around cooking, we hope to inspire a behavioural change. The insight is universal, and the execution is simple and engaging.”
Chef Sanjeev Kapoor’s Message
Chef Sanjeev Kapoor highlighted the importance of self-care, stating, “Women often overlook lumps in their breasts while they meticulously address lumps in their cooking. It’s crucial to encourage them to embrace self-examinations and check-ups, bringing together food and health.”
Also Read: ACP Pradyuman and Daya Join Forces with Nykaa for CSMS Campaign
The Inspiration Behind the Tata Trusts Film
Produced by Basta Films, Gaanth Pe Dhyan was conceptualised to address ignorance around breast cancer and the importance of early detection. Mahima Sharma, a breast cancer survivor and producer of the film, noted, “Early detection played a crucial role in my life. The film not only raises awareness but also generates hope, positivity, and strength.”
Part of the Broader Kaise Ka Cancer Campaign
Gaanth Pe Dhyan is part of Tata Trusts’ broader Kaise Ka Cancer campaign, aimed at raising cancer awareness and encouraging action. This campaign includes a three-film series exploring the emotional and practical challenges faced by cancer patients and their families post-diagnosis.
Where to Watch Tata Trusts Film
The film can be viewed on Tata Trusts’ social media platforms, including LinkedIn, Instagram, X, Sharechat, and Facebook.
Conclusion
By integrating everyday activities like cooking with vital health messages, Tata Trusts’ Gaanth Pe Dhyan seeks to inspire a behavioural change among women, encouraging them to prioritize their health through regular breast self-examinations.
