Mumbai, Maharashtra, 10th July 2025: Sometimes, one of the hardest battles a woman fights is the one with herself – the doubt, silence, and hesitation to put herself first. Tata Trusts’ bold new campaign ‘Khud Se Jeet’ captures this quiet conflict, urging women to seek timely cervical cancer screening and take charge of their health.
Cervical cancer is the second most common cancer among Indian women. Millions of women continue to overlook symptoms – either due to low awareness, or fear, stigma, and a culture of silence that contributes to women delaying screening. Through its public health awareness campaign, the Trusts aims to address the deep emotional and social barriers keeping women from seeking help, even when it’s available, prompting women to replace hesitation with action.
At the heart of this campaign is a compelling film, bringing to life a woman’s internal conflict and self-doubt through a visually striking narrative, capturing her journey from denial and hesitation to a life-changing moment of transformation, where she listens to her inner voice and leans on loved ones for support as she seeks screening. This personal, hopeful story challenges the norm, inspiring more women to listen to their bodies and put themselves first.
Shilpi Ghosh, Communications Specialist, Tata Trusts, said, “Khud Se Jeet was born from listening to women — their silence, their fears, their hesitation. Cervical cancer isn’t just a medical issue; it’s an emotional one, hidden in whispers and what-ifs. We realized that lack of access isn’t the only hurdle; there is also the doubt that tells a woman not to act, speak, or put herself first. This campaign is our attempt to give her that nudge, to say: you matter, your health matters. Through every frame, every word, and every touchpoint, we want her to know that winning this battle within could mean gaining the life she deserves.”
Kalyan Ram Challapalli, Chief of Strategy & Partner, Beeing Social and Founder, Wolfzhowlshared, “This wasn’t just another awareness film — it was a deeply human story. We wanted the visuals to feel intimate, like we were entering a woman’s personal world — her home, her silence. Every frame was designed to reflect what so many women experience quietly: the uncertainty, the emotional weight, the quiet bravery it takes to say, ‘maybe I should go see a doctor and get a screening.’ The inspiration came from real voices: women who didn’t speak out until it was too late, and those who did, and lived longer because of it. If this film helps even one woman say, ‘I won’t ignore this anymore,’ then it has done its job.”
‘Khud Se Jeet’ aims to spark a quiet revolution – with the need to overcome fear as the first step to a healthier tomorrow. This goes hand in hand with Tata Trusts’ grassroots engagement, including over 26,000 cervical cancer screenings conducted across different states of India with state governments and partners.
The film can be viewed across Tata Trusts’ digital platforms, across YouTube, LinkedIn, Instagram, X, and Facebook. To widen its impact, the campaign will be amplified through digital platforms and on-ground activations across Tata Group companies and partner hospitals.
Since its inception in 1892, Tata Trusts, India’s oldest philanthropic organisation, have played a pioneering role in bringing about an enduring difference in the lives of the communities it serves. Guided by the principles and the vision of proactive philanthropy of the Founder, Jamsetji Tata, the Trusts’ purpose is to catalyse development in the areas of health, nutrition, education, water, sanitation and hygiene, livelihood, digital transformation, migration and urban habitat, social justice and inclusion, environment and energy, skill development, sports and arts and culture. The Trusts’ programmes, achieved through direct implementation, partnerships and grant making, are marked by innovations relevant to the country. For more information please visit: www.tatatrusts.org
