Cancer continues to be a significant health concern in India. According to data from the Indian Council of Medical Research (ICMR) and the National Institute of Cancer Prevention and Research, approximately 25 lakh people are currently living with cancer in the country, with over 7 lakh new cases registered annually. Despite these figures, early detection remains one of the most effective ways to improve treatment outcomes and survival rates. However, delayed screening and low perceived personal risk continue to be major barriers.
Play for Life addresses this gap by reframing awareness through participation rather than fear. Inspired by the iconic Snake game from early Nokia mobile phones, the digital experience uses nostalgia as an entry point to prompt users to reflect on their own health choices and screening habits.
Commenting on the initiative, Vineesh Ghei, Country Head - Sales and Marketing, Aster DM Healthcare, India, said, “Early detection has the power to significantly improve cancer outcomes, yet many people postpone screenings because the risk feels distant. Play for Life is intended to be a simple reminder that encourages people to take timely action and prioritise their health.”
Shyam Nair, Creative Director, Sunny Side Up, added, “We wanted to avoid alarmist communication and instead create something people would willingly engage with. By using a familiar and nostalgic format, Play for Life creates a moment of reflection that can nudge someone towards getting screened. That small decision can have a lasting impact.”
The Play for Life experience is live and accessible to everyone at https://asterplayforlife.com.
About Sunny Side Up
Sunny Side Up is a communications agency specializing in brand strategy, advertising, and integrated creative solutions. For more information, please reach out to tashina@sunnysideup.in
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