Nationwide campaign encourages women to dedicate three minutes every month to breast awareness
Bengaluru, October 19, 2026: While October brings breast cancer awareness into focus, sustaining conversations and encouraging action throughout the year remain equally important. Addressing this need, HCG Cancer Hospitals has launched ‘Left Right Kiya Kya?’, a nationwide campaign encouraging women to make breast awareness a monthly habit.
Inspired by the familiar words ‘left’ and ‘right’, the campaign offers a simple reminder to pay attention to both breasts, recognise unusual changes and seek medical advice when needed.
According to the International Agency for Research on Cancer’s GLOBOCAN 2024 estimates, 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.
Making breast awareness a monthly habit
At the heart of the campaign is the question, “Left Right Kiya Kya?”, designed to make breast health part of everyday conversations rather than an annual reminder.
The campaign brings its message to life through music and an AI-generated film featuring women from different walks of life in familiar, everyday situations. The initiative also included an on-ground activation at Nexus Seawoods in Navi Mumbai, where women dressed in pink surprised shoppers with a live musical performance, followed by a doctor’s demonstration on recognising breast changes. Both films reinforce the campaign’s central message: three minutes, once a month.
Speaking about the campaign, Manu Sankar Das, Chief Marketing Officer, HCG Cancer Hospitals, said, “Somewhere between knowing that a breast self-check matters and actually doing it, something gets lost. Not the intention. The reminder. We build routines around so many things in our lives, but breast health rarely finds a place in them. At HCG, we found a cue in two words almost all of us learnt as children: Left. Right. We’ve given them a new purpose. ‘Left Right Kiya Kya?’ is a question that’s hard to forget and easy to ask someone you care about. Awareness that lasts only through October isn’t enough. It needs to become a reminder that comes back every month. Left breast. Right breast. Three minutes, once a month. That’s how awareness becomes action.”
The campaign encourages women to spend three minutes each month becoming familiar with how their breasts normally look and feel. The reminder involves three simple actions: Look for changes in breast size, shape or skin; Check for unusual changes around the breasts or nipples; and Feel to become familiar with how both breasts and underarm areas normally feel.
Emphasising the importance of breast awareness, Dr. Jayanti Thumsi, Group Lead – Robotic Breast Surgery, HCG Cancer Hospitals, said, “We still see women who come to us when their breast cancer is already advanced. Sometimes, changes have been noticed but not acted upon. That’s why being familiar with how your breasts normally look and feel matters. Most breast changes are not cancer, but they should never be ignored. If you notice a lump, unusual nipple discharge or any other change, consult a doctor without delay, rather than waiting for your next monthly reminder. Breast awareness does not replace screening, and mammograms should be planned based on age and individual risk.”
Through ‘Left Right Kiya Kya?’, HCG’s message is simple: breast health deserves attention beyond October, and recognising changes early enough to seek timely medical advice is an important part of that awareness.
- Campaign film: https://www.youtube.com/watch?v=UBNFlbhUqqA
- Nexus Seawoods musical activation: https://youtu.be/f6FVl3qRnKo?si=Y0W8wYPLg0V-1J4a
