India — SBI Life Insurance and the Board of Control for Cricket in India (BCCI) partnered to promote breast cancer awareness through the “Thanks-A-Dot” initiative, with India’s women’s cricket team wearing specially designed pink jerseys during their One Day International (ODI) match against Australia.
The campaign aims to raise awareness about the importance of breast self-examination and early detection, using the popularity of cricket to bring attention to women’s health issues. The initiative was highlighted during the match, with players wearing jerseys bearing the ‘Thanks-A-Dot’ logo as a visual symbol of support for the cause. A pre-match ceremony was also held to formally present the jerseys to the team.
M. Anand, SBI Life president and chief distribution officer, Ravindra Sharma, chief of brand, corporate communications, and CSR at SBI Life, and breast cancer survivor and actor Mahima Chaudhry, handed over the kits to team captain Harmanpreet Kaur and fellow players Pratika Rawal and Sneh Rana.
Speaking on the occasion, Ravindra Sharma of SBI Life stated, “SBI Life’s association with BCCI is a purposeful collaboration that transcends sport. Partnering on such a powerful platform allows us to harness the universal appeal of cricket to engage millions, while bringing focus to initiatives that touch families and communities in a meaningful way.”
Ravindra also mentioned that the initiative aims to raise awareness about breast cancer and encourage timely self-examinations, as a way to turn ‘hesitation into action and awareness into empowerment.’
He added, “The ‘Thanks A Dot’ logo on the Pink Jersey is more than just a symbol; it is a powerful reminder that awareness and dialogue are as crucial as early detection. At SBI Life, our commitment is to nurture a culture of protection and well-being that empowers individuals and their loved ones, truly reflecting the spirit of ‘Apne Liye, Apno Ke Liye.’
According to him, the alignment of the ‘Thanks-A-Dot’ message unifies the power of cricket as they aspire to spark conversations that resonate deeply across households.
Moreover, actor Mahima Chaudhry, who has publicly shared her experience as a breast cancer survivor, also endorsed the initiative, “Being associated with SBI Life’s Thanks A Dot initiative means a lot to me, as it spreads awareness about breast cancer in an educational way. Having gone through the fight myself, I know that early detection is the key. And the Hug of Life acts as a reminder for women to practice breast self-examination every month.”
The Thanks-A-Dot initiative, launched in 2019, focuses on educating and encouraging Indian women to adopt breast self-examination practices and prepare financially for health-related challenges. In October 2023, the programme introduced Project Hug of Life, which incorporated 3D breast lump models into hot water bags commonly used by women, serving as a tactile reminder to perform monthly self-checks.
During the ODI, SBI Life introduced additional awareness elements to engage viewers and fans:
The dot ball counter was reimagined as the “TAD – Hug of Life Bag.” For every 50 dot balls recorded during the India vs Australia match, 200 underprivileged women will receive a Thanks-A-Dot kit and guidance on self-examination, in partnership with the NGO PRADHAN.
The cricket pitch mat featured the Thanks-A-Dot logo, ensuring visibility for the message at the heart of the action.
SBI Life has also indicated that further on-ground initiatives will continue throughout the year, aimed at sustaining public discourse around breast health and encouraging proactive behaviour. The initiative insists on a broader goal of leveraging sport as a platform for public health messaging, combining the reach of cricket with a call to action for early detection and awareness.