Breast cancer awareness in India often peaks in October and then fades from everyday conversation. Zydus Lifesciences and Pinkathon, India largest women run, are working to stretch that attention across the year with a renewed collaboration that combines mass participation runs, local outreach and simple health habits.
The partners have announced the seventh edition of Bengaluru Pinkathon, scheduled for 25 January 2026 at Sree Kanteerava Stadium. The event is expected to bring together about 7 000 women to spotlight early detection and regular self breast examinations.
A nationwide push anchored in six cities
Bengaluru is one leg of a wider Zydus Pinkathon calendar that plans to reach women across Mumbai, Bengaluru, Delhi, Hyderabad, Kolkata and Chennai through the 2025 to 2026 season. In total, the initiative aims to engage more than 30 000 women through runs, on ground events and education led activity.
At the Bengaluru press conference, medical oncologist Dr C N Patil, Pinkathon founder Milind Soman and Invincible Women founder Ankita Konwar reiterated a shared mission to shift mindsets from fear to proactive care. The message is clear
breast cancer outcomes improve dramatically when detection happens early, and self exams and regular screening are among the simplest tools available.
Milind Soman described Pinkathon as more than a race, calling it a movement that encourages women to prioritise both physical and emotional well being. With Zydus support, that movement now has additional scale and a stronger medical voice.
ADVERTISEMENT
The Easiest Exam and the power of three minutes
A core element of the partnership is Zydus Easiest Exam campaign, which encourages women to adopt a three minute monthly self breast examination routine. The campaign, now in its second edition, was relaunched during Breast Cancer Awareness Month in October and continues to run across digital and on ground channels.
The initiative uses
-
Awareness drives in communities and workplaces.
-
Podcasts and digital content that simplify self exam steps.
-
Stories of breast cancer warriors who caught symptoms early.
-
Expert conversations with oncologists to tackle myths and stigma.
By framing the self exam as the easiest exam, the campaign attempts to remove some of the fear and complexity that can keep women from checking themselves regularly.
Why partnerships like Zydus Pinkathon matter
India continues to see rising breast cancer incidence, particularly in urban areas. Many women still arrive at hospitals in later stages, when treatment is more complex and outcomes more uncertain. Public campaigns that combine fitness, visibility and clear medical guidance have the potential to shift behaviour at scale.
Pinkathon long standing focus on women only runs creates a relatively safe and supportive space for conversations that rarely happen in mixed settings. Zydus participation adds scientific credibility and structured health education to that cultural platform.
ADVERTISEMENT
Over the next six months, as the run travels through additional cities, the collaboration aims to convert event day enthusiasm into long term habits. If even a fraction of participants adopt monthly self exams and encourage the same within their networks, the impact could travel far beyond the finish line.
Follow Marketing Moves on Instagram and Facebook for industry insights, strategy breakdowns, and brand transformation stories.
