New Delhi, 20 September 2023. FUJIFILM India, a company specializing in medical technology and healthcare solutions, has launched a brand campaign aimed at raising awareness about the early detection and timely diagnosis of Breast Cancer. The campaign, titled "Let’s find it early. Fight it early", features popular actress Ms. Sonali Bendre, who herself is a cancer survivor.
Conceptualized by Hakuhodo Sync Private Limited, the 2-minute ad film tells the story of women from various backgrounds and their hesitations to discuss their health issues openly. The film aims to inspire women to take proactive steps for their health and highlights the importance of early detection and timely diagnosis. Sonali Bendre's journey of strength and resilience in the face of cancer aligns with FUJIFILM India's mission of promoting well-being and empowering individuals to overcome challenges.
Breast cancer often carries a stigma that discourages open discussions, and some women may mistakenly believe that effective treatments are unavailable. According to Globocan data from 2020, in India, Breast Cancer accounted for 13.5% of all cancer cases and 10.6% of all cancer-related deaths. The ad campaign spotlights Fujifilm's advanced mammography solutions, crucial for early breast cancer detection.
Expressing her views on the film, Sonali Bendre said, “It’s a simple message, early detection can save lives. This film beautifully encapsulates how early detection can play a crucial part in winning the battle against breast cancer. Together with FUJIFILM India, I am advocating for early detection, empowering women to step forward confidently and undergo timely screenings. Let’s Find it Early. Fight It Early."
Mr. Koji Wada, Managing Director of FUJIFILM India, added, “We take immense pride in creating and releasing this ad film featuring our esteemed brand ambassador for breast cancer screening advocacy, Sonali Bendre. Her remarkable battle against cancer has ignited hope among numerous cancer survivors. Our dedication lies in providing state-of-the-art technological solutions and advanced medical devices to facilitate early screening and diagnosis."
Mr. Abhi Shekhar Singh, Vertical Head of Corporate Communications & CSR at FUJIFILM India, noted the film's importance in carrying the message of early breast cancer detection and the brand's commitment to a sustainable society. He said, "Shot with a crew of over 100 people, this ad film was done in 1 day in Mumbai. As a brand professional, this was a very proud moment for me because this was shot on Fujifilm Fujinon Premista Cine lenses and the Director and Director of Photography have done good justice to the treatment and made the storytelling very empathetic. I hope the campaign would be able to take the corporate message of Fujifilm to its audience and would be able to resonate the ethos of realization of a sustainable society basis the Sustainable Value Plan 2030 of Fujifilm Group."
Mr. Vineet Grover, Business Partner at Hakuhodo Sync Private Limited, highlighted the creative approach in delivering an impactful message. He concluded, "It is a matter of pride that we were able to carry out the social message on early detection of breast cancer through our creative planning. The subject is challenging and from a creative perspective, it was Hakuhodo Sync’s effort to make the treatment very classy yet hard-hitting. The Corporate Advertising mandate of FUJIFILM India has grown strength by strength and we are very happy to add-value to the good social efforts of the brand”
The ad underscores the importance of early detection with the message: 'Let’s find it early. Fight it early.' It reflects FUJIFILM India's commitment to breast cancer awareness and prevention.
Watch the video here: https://youtu.be/ZO6EabRA7us
