Medanta’s ‘Banno Ki Rasm’ empowers women, sparks health awareness across India

Medanta – The Medicity, India’s six-time Newsweek Best Private Hospital, has garnered nationwide attention with its breast cancer awareness film, Banno Ki Rasm, which has crossed 8 million views across social media platforms. As part of the hospital’s “Jaanta Hai Medanta” initiative, the 2-minute 28-second video promotes self-breast exams as a monthly ritual, framing it as an act of strength, self-care, and intergenerational knowledge.

Dr. Naresh Trehan, Chairman & Managing Director, emphasized, “Women are the backbone of society, and through this film, Medanta aims to break the stigma surrounding breast cancer while empowering women to prioritize their health.” Dr. Kanchan Kaur, Senior Director of Breast Cancer, highlighted that early detection through self-checks and screenings can significantly improve treatment outcomes and survival rates.

The campaign has already influenced consumer behavior in the healthcare market. Local pharmacies, diagnostic centers, and wellness clinics reported increased inquiries and bookings for preventive screenings and breast health packages. Residents are actively discussing breast health awareness on social media and in local communities, reflecting a rising demand for women-focused health services and preventive care in the city.