Indian Video-On-Demand platform, ALTBalaji, has redesigned its buffering content symbol to provide viewers with a reminder to perform a Breast examination.

The ‘Breast Buffer’ is a discreet pop-up which appears when content is buffering and serves as a reminder to women that they should conduct a short breast self-examination.

The aim is to turn a moment of irritation for subscribers while they wait for content to load into an awareness and education exercise. Awareness about Breast Cancer and preventive self-care has become increasingly important in India due to an increase in breast cancer among women aged under 50 years.

ALTBalaji worked with its agency Grey India to redesign its traditional buffering symbol and utilise this downtime to create an empowering campaign for women.

Divya Dixit, senior VP and head marketing ALTBalaji, said, “At ALTBalaji, we strongly believe in empowering women, which also reflects in our stories that speak about strong female characters. As a platform, we have an important role to play in emancipating women by increasing awareness about breast cancer and its implications.

“The Breast Buffer symbol will be a gentle reminder to our female viewers and their loved ones. Through such initiatives, ALTBalaji aims to contribute to the society in a meaningful manner, break social barriers and foster positive conversations around a topic that has been taboo for too long.”