Launched in 2019, SBI Life’s ‘Thanks-A-Dot’ initiative has evolved into one of India’s most meaningful breast health awareness movements. In a conversation with IMPACT Magazine, Amit Jhingran, MD and CEO, SBI Life Insurance, reflected on how the initiative was born from a simple yet powerful belief, that awareness must lead to early detection, as he stated, “We have been emphasizing through this initiative the importance of self-examination by women to detect cancer, not prevent it because the earlier it is detected, the more chances of cure are there.”
He explained that the campaign was never designed as a one-time communication burst, but as a sustained behavioural movement. To make breast self-examination practical and relatable, the company introduced the ‘Thanks-A-Dot’ bag, a simple daily-use product fitted with simulated breast lumps to help women learn what an abnormality feels like. As SBI Life marks its 25th anniversary, Jhingran emphasised the brand’s commitment to staying with the cause year after year, scaling it with partnerships through State Bank of India’s vast branch network, and taking it beyond metros to tier 2, tier 3 towns and rural communities, “Consistency is the only way to make the campaign turn into a lasting behaviour,” he said.
Building on this, Ravindra Sharma, Chief of Brand, Corporate Communication and CSR, SBI Life, shared the creative and emotional foundation of the campaign. He said the initiative was guided by authenticity and empathy, not excessive design. Inspired by Braille, the team first introduced tactile dots and later developed the ‘Hug of Life’ hot water bag, a familiar object reimagined to bring breast self-examination into everyday life. While the campaign recently secured a Guinness World Record for nationwide awareness, Sharma believes its true achievement is in breaking taboos, encouraging open conversations, and making women feel seen, informed and in control of their health.
Rather than remaining a one-off campaign, ‘Thanks-A-Dot’ has grown into a continuing effort that aims to make breast health a part of everyday conversation. Its impact now lies not only in visibility, but in how it encourages awareness, routine self-examination and early detection.
Watch the full conversation here:
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