Zydus Lifesciences’ ‘Easiest Exam’ Campaign a Public Health Initiative in Breast Cancer Awareness reaches millions, wins accolades

Campaign empowers women to prioritise their health through thought provoking films,  influencer-led campaigns, Scientific and medical podcasts, survivor experiences, and digital awareness

Bengaluru, May 26, 2025

Zydus Lifesciences’ nationwide campaign, ‘The Easiest Exam,’ aimed at promoting self-breast examination for early detection of breast cancer, has reached millions and been recognized as one of the most impactful public health initiatives of the year. Breast cancer affects one in every 29 women in India, making it the most common cancer among Indian women today. Alarmingly, many of these cases are detected in the later stages, drastically reducing the chances of successful treatment. The key to saving lives lies in early detection, but too often, women shy away from taking that simple, life-saving step – a breast self-exam.

 Since its launch in October 2024, the campaign has reached millions of women across India through a blend of storytelling, medical expertise, and digital engagement, earning wide appreciation for its empathetic, inclusive, and action-oriented approach. A prominent author, influencer, and breast cancer survivor hosted the awareness campaign by anchoring a series of podcasts featuring India’s leading oncologists and breast cancer survivors. The initiative resonated widely, amassing over 164 million impressions across social and digital media platforms, alongside an impressive 92 million video views. The campaign microsite- EasiestExam.com – attracted more than 208,000 visitors. A robust PAN-India print media outreach saw coverage in 14 publications, spanning both English and regional languages. 

“As a science and innovation-led, patient-first organization, Zydus believes that awareness is just as vital as access to treatment,” added Mr. Desai. “Through campaigns like ‘The Easiest Exam’, we support patients and inspire them to take the right actions at the right time.”

Key Highlights of the Campaign

·         A national conversation on early detection: The campaign featured a high-impact panel discussion joined by leading oncologists and breast cancer survivors. Together, they addressed myths, shared survival journeys, and advocated for regular self-examination.

·         Launch of ‘Stories of Hope’: A first-of-its-kind book that brings together powerful narratives of over 100 breast cancer survivors, providing inspiration and strength to women across the country.

·         Digital-first engagement: A dedicated microsite offering step-by-step self-exam video tutorials, an awareness pledge, and tools to nominate loved ones. The campaign also included ‘Hope & Healing,’ a podcast series hosted by a cancer warrior, which has garnered over 90 million impressions.

Addressing a National Health Challenge

With 1 in 29 Indian women at risk of developing breast cancer and 90% of cases detected in women over 45, the campaign sought to fill a critical awareness gap. The initiative emphasised that breast cancer is most treatable when caught in stages 1 or 2, and that self-examination is a powerful, preventive step within every woman’s reach.

Zydus’ Continued Commitment to Oncology Care

Zydus Lifesciences remains committed to enabling affordable and quality cancer care. Its oncology portfolio includes targeted therapies, cytotoxic drugs, and innovative biologics such as Sigrima, Vivitra, Bryxta, and Ujvira. The company’s collaboration with Guardant Health also allows for genomic profiling to aid early detection and personalized treatment planning.

“As a science and innovation-led, patient-first organization, Zydus believes that awareness is just as vital as access to treatment,” added Mr. Desai. “Through campaigns like ‘The Easiest Exam’, we support patients and inspire them to take the right actions at the right time.”