HCG Cancer Hospitals launches monthly breast‑check campaign

HCG Cancer Hospitals has launched a nationwide campaign urging women to check their breasts every month. The campaign, called 'Left Right Kiya Kya?', asks women to spend three minutes each month feeling both breasts and noting any changes. It aims to extend breast‑cancer awareness beyond the traditional October focus. The hospital cites the International Agency for Research on Cancer GLOBOCAN 2024 data, which recorded about 2.37 lakh new breast‑cancer cases and 96,100 deaths in India last year. Breast cancer makes up roughly 30% of all new cancer diagnoses among Indian women. The campaign uses the words ‘left’ and ‘right’ as a simple reminder and includes music and an AI‑generated film showing women in everyday settings. An on‑ground activation at Nexus Seawoods in Navi Mumbai featured a live pink‑themed musical performance followed by a doctor demonstrating how to spot breast changes. Women are advised to watch for alterations in size, shape, skin texture, or around the nipples and to become familiar with the normal feel of their breasts and underarm area. Jayanti Thumsi, Group Lead of Robotic Breast Surgery at HCG Cancer Hospitals, said many women seek help only after the cancer has advanced, while others notice changes but do not act. She warned that most breast changes are not cancer but should never be ignored and urged immediate doctor visits for lumps or unusual discharge. Thumsi added that the habit does not replace regular mammogram screening, which should follow age‑and risk‑based schedules. Manu Sankar Das, Chief Marketing Officer of HCG Cancer Hospitals, said the goal is to make breast awareness a monthly habit rather than an annual reminder, repeating the mantra 'Left breast. Right breast. Three minutes, once a month.' ## Context Breast awareness campaigns often concentrate on October, the global breast‑cancer awareness month; extending the reminder to every month aims to catch changes earlier and improve early‑diagnosis rates.