By: IPP Bureau
Last updated : October 16, 2026 6:30 pm
Urges women across India to take three minutes every month to check for warning signs
With breast cancer cases rising and late diagnosis continuing to pose a serious challenge in India, Zydus has launched the third season of its nationwide ‘Easiest Exam’ campaign, urging women to take a simple but potentially life-saving step: spend just three minutes every month checking their breasts for unusual changes.
Launched during Breast Cancer Awareness Month, the campaign seeks to drive home the importance of breast health awareness, early detection and timely medical consultation.
The urgency is underscored by alarming figures. A recent study found that India’s breast cancer incidence rate more than doubled, rising from 13 per 100,000 women in 1990 to 29.4 in 2023. The mortality rate also climbed 74% during the same period, from 8.9 to 15.5 deaths per 100,000 women.
Late diagnosis remains a major hurdle. Studies suggest that nearly 60% of breast cancer patients in India are diagnosed at advanced stages (III or IV), when treatment can become more challenging.
This year’s campaign carries the message ‘Do Haath, Teen Minute Aur Ek Aasaan Sa Exam’, encouraging women to become more familiar with their breasts and recognise unusual changes early.
The campaign video brings together people from different walks of life across India, with playback singer Bhoomi Trivedi lending her voice to the campaign song. The initiative aims to make conversations about breast health more accessible and encourage women to take an active role in recognising potential warning signs.
Zydus will also feature oncologists sharing insights on early detection, timely screening and treatment, while highlighting the vital role caregivers play in supporting patients.
Beyond awareness, the campaign seeks to encourage women to pay attention to changes in their bodies and seek medical advice without delay. Its central message is simple: recognising unusual changes early and consulting a healthcare professional can be critical.
With its third season, the ‘Easiest Exam’ campaign aims to bring breast health into everyday conversations and reinforce the importance of early detection in tackling the growing burden of breast cancer in India.