I have always been fascinated with advertisements that end up on the TV screens. Not because of the efforts that go behind making an ad, but because of the creativity in delivering the message across. And hence, I’ve started a series called ‘Ads that speak‘.

With the internet, brands have now been more outspoken and have chosen to communicate things through digital mediums. In the world of advertisements, traditionally, brands have been cautious to talk about topics that are considered taboo. Of late, with the penetration of the internet and fast speed data services into the hinterlands of our nation, brands are not shying away from experimenting and saying things directly anymore. So, today, in the ‘Ads that speak‘ series, I’ll be talking about one such ad – Breast Cancer Awareness by ALTBalaji.
ALTBalaji, the streaming service platform recently came up with Breast Buffer Campaign to recognize, sensitize people and spread awareness about Breast Cancer. Before talking more about it, I’d like you to watch how the ad popped up on the viewer’s screens.
There are many few brands who talk about pressing and often neglected issues. Their promotional advertisements always have some connection or an indirect link with the brand. Of course, there is nothing wrong in it, as they are in the business of making money.
ALTBalaji, on the other hand, came up with the #BreastBuffer campaign to contribute significantly to the society in a meaningful manner, break social barriers and create positive conservations.
Given the data speeds and connectivity issues, most viewers experience some downtime while watching video content. In fact, ALTBalaji’s subscribers stare at the buffering symbol for an average of 18 seconds per episode. Which means their entire women subscriber base of 1.2 million stares at the buffering symbol for approximately 360,000 minutes a day.
So, to create and spread awareness about Breast Cancer, ALTBalaji decided to replace the traditional buffering symbol with a simple yet unique Breast Buffer Symbol. So, each time a viewer experienced buffering, the Breast Cancer symbol popped up on their screen. The symbol was informative and unmissable.
I feel the campaign was a masterstroke when it came to:
- Ideating and executing the campaign with a simple and powerful concept
- Getting people to talk about Breast Cancer and aligning the brand to a social cause
So, kudos to ALTBalaji for communicating and spread awareness about Breast Cancer through this unique digital advertisement campaign.
Stay tuned for more such creative advertisement that speaks and sparks conversations.
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I don’t have altbalaji subscription but this awareness campaign is indeed a master stroke. Looking forward to your next post Rohan,
Thanks, Pragnya. Yeah it was indeed an awesome ad campaign to create Breast Cancer awareness. Sure, you can check it out tomorrow, Pragnya.
I never knew about this campaign but indeed its need of the hour and an awesome way to increase awareness.
It indeed is the need of the hour. The ad campaign beautifully and effectively promotes awareness about Breast Cancer.
such a thoughtful gesture. breast cancer is one of the leasing cancers for women in India and this initiative was much needed and has come on time. #Princyreads
Yes. ALTBalaji has really nailed it with a beautiful concept of turning the buffer logo into a breast cancer awareness logo. I feel its a masterstroke of an ad campaign to drive across the message.
Wow that was a wonderful initiative taken, i mean writing for breast cancer who could have thought good to see people are spreading awareness
That is a wonderful initiative. Breast cancer is one of the most common cancers and it is very important to make women aware about it !
It indeed is a wonderful initiative by ALTBalaji to spread Breast Cancer awareness.
I also found tht campaign wonderful
Nicely described by you
Kudos to you too
Thanks Anurag.
I was not aware of this. Thanks for sharing ..
Such a thoughtful and meaningful gesture shown by ALTBalaji. Loving this series. Looking forward to all posts.
Thank you so much, Debidutta! I am glad that you liked few more posts from the series. ????
Great initiative. Wonder who is the master mind behind this. But such campaigns are really welcome which spread awareness and help people. #MyFriendAlexa #ShubhraReads
Yes, Shubhra. Such initiatives are welcome and it’s good to see brands choosing to spread awareness about social causes. Thank you for dropping by. ????
That such a great initiative by the brand, we need should spread it for maximum awareness.
#millennialscribbler
#myfriendalexa
Kudos to ALRBalaji indeed. Considering the huge base of women supporters that they have, they are bound to make a huge difference. Thank you for choosing this topic. This is a great one. Happy #MyFriendAlexa to you!