With the goal of spreading awareness and empowering women to take charge of their breast health, Medanta Hospital, Gurugram, has launched a moving awareness film on breast cancer, which has quickly struck a chord with audiences across India.

Within days of its release, the short film titled “Banno Ki Rasm” garnered over 8 million views across social media platforms, earning widespread praise for its emotional storytelling and powerful message. The video forms part of Medanta’s ongoing “Jaanta Hai Medanta” initiative — a campaign dedicated to promoting public health awareness and proactive action against cancer.

A Tradition of Strength and Self-Love

The 2-minute, 28-second film reimagines the self-breast examination as a ritual of love and strength, symbolically passed from one generation of women to the next. Through touching visuals and evocative narration, it urges women to make the self-breast exam a monthly ritual from adulthood — treating it as an act of care and self-respect rather than fear or taboo.

“Women are the backbone of a progressive society, balancing personal and professional responsibilities while making critical life decisions,” said Dr. Naresh Trehan, Chairman and Managing Director of Medanta. “Through this film, Medanta reaffirms its commitment to empowering women by addressing this key health concern and doing away with the stigma around it.”

Addressing a Silent Epidemic

Breast cancer remains one of the most common cancers worldwide, accounting for one in every four cancers among women. According to global health data, an estimated 6.7 lakh women lost their lives to breast cancer in 2022, with India among the countries most severely affected.

Despite its prevalence, thousands of cases continue to go undiagnosed or are detected late due to social stigma, fear, and lack of awareness. Medanta’s film aims to break this silence by encouraging open dialogue, self-awareness, and early detection — the most effective steps in saving lives.

‘Early Detection Can Save Lives’

Highlighting the importance of preventive care, Dr. Kanchan Kaur, Senior Director, Breast Cancer at Medanta – The Medicity, said,

“Regular screening and self-checks for breast cancer are vital because early detection greatly improves treatment outcomes and survival rates. Simple practices such as being aware of changes in the breast, performing self-examinations, and attending recommended mammograms can make a significant difference in catching the disease before it spreads.”

Empowering Women Through Awareness

Through “Banno Ki Rasm”, Medanta seeks not only to raise awareness but also to normalize conversations around breast health — urging women to treat self-care as a celebration rather than a duty. The overwhelming public response, marked by millions of views and heartfelt reactions, reflects a growing readiness among women to take charge of their health and well-being.

As Dr. Trehan emphasized, the initiative represents a crucial cultural shift — from silence to strength, from stigma to self-awareness.