Sanjeevani: United Against Cancer – an initiative by Federal Bank Hormis Memorial Foundation, News18 Network, and Tata Trusts, has launched The Pink Tag Project. In its third edition, the campaign meets women in their most personal, intimate moments to remind them that self-care is not a luxury, but survival.

Born from a simple insight - that women, caught between household chores, earning livelihoods, and caring for their families, rarely find time for themselves - the Pink Tag Project reimagines a daily habit as a moment of self-care. It highlights how the most intimate moment in a woman’s day, when she gets dressed, can become a powerful reminder to check her own health. A small pink tag, stitched inside every blouse, kurta, or piece of innerwear, right beside the wash-care label, carries clear instructions for self-breast examination. Placed exactly where women are alone and fully focused on themselves, the Pink Tag becomes an unavoidable, intimate prompt to pause and pay attention. The short film traces this journey from insight to action.

What we think about it: Grounded in everyday moments from women’s lives, the film is thoughtful, culturally rooted, and emotionally restrained. Its documentary-style visuals and minimal narration allow the idea to unfold naturally, lending the film authenticity and relevance. The ad film avoids dramatisation in favour of realism, thus making the message both accessible and non-intrusive.

M V S Murthy, chief marketing officer, 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 behavioural 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, News18 Studios, said, “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.”