While October highlights breast cancer awareness, women need regular reminders to prioritise breast health throughout the year. To encourage this habit, HCG Cancer Hospitals has launched its nationwide ‘Left Right Kiya Kya?’ campaign, which urges women to practise monthly breast awareness and seek medical advice when they notice unusual changes. Inspired by the familiar words ‘left’ and ‘right’, the campaign offers a simple, memorable reminder to pay attention to both breasts and recognise changes that may require medical evaluation. According to the International Agency for Research on Cancer’s GLOBOCAN 2024 estimates cited in the campaign announcement, India recorded approximately 2.37 lakh new breast cancer cases and 96,100 deaths in 2024. Breast cancer accounted for approximately 30% of all new cancer diagnoses among women in the country.
HCG Campaign Encourages Monthly Breast Awareness
At the heart of the initiative lies the question, “Left Right Kiya Kya?” HCG aims to make breast health a regular part of everyday conversations rather than limiting awareness to October. To deliver this message, the campaign combines music, an AI-generated film and real-world engagement. The film features women from different walks of life in familiar, everyday situations, making the message relatable and accessible. Additionally, HCG conducted an on-ground activation at Nexus Seawoods in Navi Mumbai. Women dressed in pink surprised shoppers with a live musical performance, followed by a doctor-led demonstration on recognising breast changes. Together, these activities reinforce the campaign’s central message: three minutes, once a month.
HCG Emphasises Turning Awareness into Action
Manu Sankar Das, Chief Marketing Officer, HCG Cancer Hospitals, said that women often understand the importance of breast awareness but may forget to practise it regularly. He explained that the campaign uses two familiar words, ‘left’ and ‘right’, to create a memorable reminder that women can share with friends and family. By encouraging this simple monthly habit, HCG aims to turn breast cancer awareness into consistent action throughout the year. The campaign also highlights the importance of making breast health part of everyday routines, ensuring that conversations and reminders continue well beyond Breast Cancer Awareness Month.
Three Minutes, Once a Month: The Key Message
Through the campaign, HCG encourages women to spend three minutes each month becoming familiar with how their breasts normally look and feel. This awareness can help them recognise unusual changes and seek timely medical advice.
The campaign highlights three simple steps:
Look: Observe changes in breast size, shape or skin appearance.
Check: Pay attention to unusual changes around the breasts and nipples.
Feel: Become familiar with the normal feel of both breasts and the underarm areas.
However, breast awareness does not replace medical screening or professional evaluation. Women should consult a doctor promptly if they notice a lump, unusual nipple discharge or any other concerning change.
Early Medical Evaluation Remains Important
Emphasising the importance of recognising breast changes, Dr. Jayanti Thumsi, Group Lead – Robotic Breast Surgery, HCG Cancer Hospitals, said that some women seek medical attention only after breast cancer has advanced. In certain cases, they may notice changes but delay consulting a doctor. She stressed that understanding how breasts normally look and feel can help women identify unusual changes. Although most breast changes are not cancerous, women should not ignore them or postpone medical evaluation. Dr. Thumsi also clarified that breast awareness does not replace recommended screening. Women should plan mammograms according to their age, medical history and individual risk factors.
HCG Extends Breast Cancer Awareness Beyond October
As per the press release, with ‘Left Right Kiya Kya?’, HCG Cancer Hospitals aims to make breast awareness a year-round priority through a simple, repeatable monthly reminder. The campaign encourages women to pay attention to both breasts, recognise unusual changes and seek professional medical advice without delay. Ultimately, its message is clear: breast cancer awareness should continue throughout the year, and timely medical evaluation is essential when changes occur.