Mahindra Rise

The Health Purse

Agency: Grey


The incidence of breast cancer is on the rise in rural India but women are unaware of simple self-examination steps that can detect breast cancer early. These women live in
media-dark areas, so conventional media doesn’t reach them. Moreover, culturally these women are not open about such issues. Could we remind them in a way that is discreet and personal, so that checking themselves becomes a habit?
These women have a unique practice – they keep their purses in their blouses to protect their money. Can this habit also protect them from breast cancer? We designed purses with illustrative visuals of women checking themselves – which served as a reminder medium to perform the simple breast self-examination steps given inside.
The purses were distributed during health awareness drives in Madkepada, Belwadi, Kinipada, Katkariwadi, Sutarpada, Warkhanda among other villages in Maharashtra. Women were taught how to perform a breast self-examination at home, before giving them the purses that serve as a reminder. The initiative will be scaled up to reach even more women in
media-dark parts of the country.

This professional campaign titled 'The Health Purse' was published in India in April, 2018. It was created for the brand: Mahindra Rise, by ad agency: Grey. This Direct medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted almost 6 years ago.


Advertising Agency: Grey Group, India
Chief Creative Officer: Sandipan Bhattacharyya
Senior Creative Director: Vivek Bhambhani
Group Creative Director: Shouvik Gupta
Associate Creative Director: Mangesh Kavale
Creative Group Head: Mehul Prajapati
Art Director: Mangesh Kavale
Designer: Mangesh Kavale
Copywriters: Sandipan Bhattacharyya, Vivek Bhambhani, Mehul Prajapati
National Planning Head: Arun Raman
AVP - Planning: Abigail Dias
VP-Account Management: Vineet Singh
Client Services Director: Rana Ghoshal / RC&M Grey
Illustrators: Harshad Khaire, Rashmi Naik Nimbalkar, Avinash Kanse
Photographer: Sandeep Barge
Retouching Artists: Pravin Patil, Rajesh Salodkar, Sanjay Shetye
Editor: Yuvraj Bandi
Animator: Anjory Gor
Artwork: Sandeep Bagayatkar, Vaibhav Bhilare, Hitesh Naik
Product Manufacturer: Satish Ramugude
Print Production: Ramesh Dighe / Before After
Agency Film Producers: Samir Chadha, Jignya Shedge
Agency Print Producers: Dhananjay Thakur, Prashant Raje, Rahul Ghanate
Fim Production: Bowline
Director: Ankit Dahiya
Executive Producer: Pooja Krishnamoorthy
Assistance Director: Cynthia Roli Gupta
DOP: Abhinav Chatterjee, Saumya Joshi, Sagar Palkar
Editor: Anshul Khatri
Singer: Anandmurti Gurumaa
Music Composer: Mystica Music


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