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Top 6: August 7th 2019

ALTBalaji: Breast Buffer

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Top 6: August 7th 2019
Women in India spend twice as many hours as men, watching content online. But given the data speeds on mobile devices in India, there is evidently 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, could we turn this downtime into a useful reminder for breast self-examination? ALTBalaji replaced its regular buffering symbol with the simple, yet unique 'Breast Buffer' symbol. So, every time the content buffered, our new 'Breast Buffer' symbol popped up as a personal and discreet reminder. The message next to the symbol, encouraged women to check themselves for breast cancer. The symbol was surprising, unmissable and informative. Something our viewers noticed and engaged with in huge numbers.

Agency: Grey Group, India
Credits Other credits

Group Chief Executive Officer (ALTBalaji): Sunil Lulla

Chief Operating Officer (ALTBalaji): Sunil Nair

Senior VP and Marketing Head (ALTBalaji): Divya Dixit

AVP, Product (ALTBalaji): Mohit Khatwani

AVP, Head of Operations (ALTBalaji): Joyce Andrade

Head of Promos (ALTBalaji): Allan Mascarenhas

Supervising Producer (ALTBalaji): Jitendra Yadav

Assistant Producer (ALTBalaji): Aneesh Menon

Director, Publishing (Sony Music Entertainment): Dinraj Shetty

Animation: Anjory Gor

Editor: Yuvraj Bandi

Illustrator: Harshad Khaire

Managing Director: Yash Samat

Planning Director: Arun Raman

Retoucher: Pravin Patil

Studio: Ganesh Sakpal

Studio: Dhananjay Thakur

Studio: Edward Arulnesan

Studio/Production Director : Prashant Raje

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