Medanta – The Medicity, six-time Newsweek Best Private Hospital in India, is leveraging digital storytelling to transform women’s health awareness with its film, Banno Ki Rasm, which has already crossed 8 million views across social media. As part of the hospital’s “Jaanta Hai Medanta” initiative, the 2-minute 28-second video reimagines self-breast exams as a monthly ritual, combining tradition, self-care, and preventive healthcare in a format designed for maximum engagement.
Dr. Naresh Trehan, Chairman & Managing Director, said, “Through this campaign, Medanta aims to empower women while addressing the stigma around breast cancer.” Dr. Kanchan Kaur, Senior Director of Breast Cancer, added that early detection through self-exams and screenings improves survival outcomes and reduces long-term treatment costs, demonstrating how simple innovations in awareness can drive meaningful healthcare impact.
The film has translated into tangible market activity. Local pharmacies, diagnostic centers, and wellness clinics report increased inquiries and appointments for preventive screenings. The campaign has sparked consumer interest in health-focused services, signaling a growing market for innovative preventive care solutions and the potential for digital campaigns to influence both behavior and business growth in regional healthcare ecosystems.