Fujifilm India aligns with Pinkathon for breast health awareness

Fujifilm India has announced a partnership with Pinkathon, India’s largest women’s run, as its breast health partner, reinforcing a multi-year association between the two organisations. The collaboration is positioned within Fujifilm India’s wider strategy to support public health communication, with a focus on breast cancer awareness, early detection and preventive screening.

According to the National Cancer Registry Program by ICMR, breast cancer represents around 14% of all cancers diagnosed among women in India. Data also indicates that 1 in 29 women faces the risk of developing breast cancer during her lifetime. These figures underline the importance of sustained awareness efforts and accessible screening initiatives, particularly at a community level. Through its association with Pinkathon, Fujifilm India aims to extend the reach of breast health messaging among women across age groups, regions and socio-economic backgrounds.

Pinkathon operates as a platform that combines physical activity with health education, drawing participation from women in cities and smaller communities. By partnering with an initiative with an established on-ground presence, Fujifilm India is seeking to integrate breast health awareness into existing social and community-led environments, rather than relying solely on clinical settings. The approach reflects a broader shift in health communication towards familiarity, trust and regular engagement.

The partnership builds on Fujifilm India’s nationwide Breast Cancer Screening campaign, described as one of the country’s largest grassroots programmes dedicated to breast health awareness. The campaign has been conducted across 28 cities and has reached more than 1,36,000 women to date. Activities have included screening access, educational outreach and community mobilisation, with the objective of improving understanding around early detection and routine health checks.

Milind Soman, founder of Pinkathon, said, “At Pinkathon, our goal has always been to create spaces where women of every age and background feel encouraged to invest in their health. What makes this partnership with Fujifilm India meaningful is the shared belief that awareness must reach women where they are, in their homes, workplaces, and neighbourhoods. Fujifilm India’s continued focus on breast health education and screening strengthens our ability to spark conversations that are often delayed or avoided. By coming together, we aim to make proactive health checks a normal and celebrated part of every woman’s life, rather than a response to fear or crisis.”

Koji Wada, managing director, Fujifilm India, said, “Pinkathon has created a powerful platform that inspires women to come together, prioritise their well-being, and take charge of their health journeys. For us, partnering with an initiative that touches so many lives reinforces our group purpose of giving our world more smiles. This collaboration is not only about breast cancer awareness, it's about enabling women to feel confident, informed, and supported in making preventive healthcare a part of everyday life.”

From a media and marketing perspective, the partnership reflects a sustained brand association with long-term social impact rather than short-term campaign visibility. By aligning with a platform that combines participation, advocacy and education, Fujifilm India continues to position healthcare imaging and screening within a broader narrative of preventive care and informed decision-making.

Through this collaboration, Fujifilm India and Pinkathon aim to encourage proactive health-seeking behaviour and normalise early screening as a collective priority, contributing to a more health-aware and informed society.