Folklore Co has ventured into documentary-style storytelling for the first time with Sanjeevani – The Pink Tag Project, a film dedicated to breast cancer awareness. Created in collaboration with Huddlers and Network18, the project was shot in Mathura, capturing real people and emotions to encourage self-examination and early detection among women.
Folklore Co, known for its creative storytelling in controlled environments of actors, sets, and storyboards, has taken a bold new step into uncharted territory. For the first time, the company has produced a docu-style narrative, one that moves away from the familiar comforts of scripted drama and into the raw, unpredictable world of real people and real emotions. The result is Sanjeevani – The Pink Tag Project, a film that seeks to raise awareness about breast cancer, a disease that continues to claim thousands of lives in India each year.
The project is more than just a film—it is a call to action. Conceived in collaboration with Huddlers and Network18, the idea behind The Pink Tag Project is deceptively simple yet profoundly impactful: to create a reminder system that encourages women to regularly perform self-examinations. In a country where breast cancer cases are rising at an alarming rate, early detection remains the most effective weapon against the disease. Yet, awareness and consistent practice of self-checks are often lacking. This initiative aims to bridge that gap, offering women a gentle but persistent nudge toward vigilance.
For Folklore Co, the journey into documentary filmmaking was both challenging and transformative. The team had to abandon the predictability of staged environments and embrace the spontaneity of real life. Gone were the meticulously crafted storyboards and rehearsed performances; in their place stood the unfiltered emotions of women whose lives are touched by the spectre of breast cancer. The film was shot over five days in Mathura, a city steeped in history and spirituality, where the team encountered not just subjects but collaborators—ordinary people who lent their voices, their stories, and their support to a cause that resonated deeply with them.
The process was far from easy. Documentary filmmaking demands patience, empathy, and the ability to adapt to circumstances beyond one’s control. The Folklore Co team found themselves navigating unpredictable environments, dealing with the complexities of human emotion, and capturing moments that could not be rehearsed or repeated. Yet, it was precisely this unpredictability that gave the project its authenticity. Each frame of Sanjeevani carries the weight of lived experience, making the narrative not just informative but profoundly moving.
At the heart of the project lies the symbolic “pink tag.” More than a visual motif, it represents a reminder—a small, tangible cue urging women to take charge of their health. The simplicity of the idea is its strength. In a society where conversations about breast cancer are often hushed or avoided, the pink tag becomes a silent advocate, encouraging dialogue and action without intrusion. It is a gesture of care, a marker of awareness, and a tool for empowerment.
The collaboration with Huddlers and Network18 was instrumental in shaping the project. Their conceptual clarity and commitment to social impact ensured that the film did not merely inform but also engaged. Together, the teams created a narrative that is both accessible and resonant, balancing the gravity of the subject with the warmth of human connection. The film does not preach; instead, it invites viewers to reflect, to empathize, and ultimately, to act.
What makes Sanjeevani particularly significant is its timing. India is witnessing a steady rise in breast cancer cases, with urban centres reporting higher incidences due to lifestyle changes, delayed motherhood, and lack of awareness. Rural areas, meanwhile, grapple with limited access to healthcare and diagnostic facilities. In this context, awareness campaigns become not just important but essential. By choosing Mathura as the backdrop, Folklore Co underscored the universality of the issue—breast cancer is not confined to cities or specific demographics; it is a challenge that affects women across geographies and social strata.
The film also highlights the role of community in tackling health crises. The support of local residents, volunteers, and organisations in Mathura was crucial to the project’s success. Their willingness to participate, to share their stories, and to stand in solidarity with the cause reflects the collective spirit needed to combat diseases like breast cancer. Awareness, after all, is not an individual endeavour; it thrives in communities where dialogue is encouraged and support is readily available.
For Folklore Co, Sanjeevani marks a milestone. It is not just their first documentary-style narrative but also a testament to their evolving identity as storytellers. By stepping into the realm of social causes, the company has expanded its creative horizon, proving that storytelling can be both artistic and impactful. The project demonstrates that films can do more than entertain—they can inform, inspire, and drive change.
The reception of Sanjeevani will likely determine the future trajectory of Folklore Co’s ventures into documentary filmmaking. Yet, regardless of its commercial success, the project has already achieved something invaluable: it has sparked conversations about breast cancer awareness, encouraged self-examination, and reminded women of the importance of vigilance. In doing so, it has fulfilled its purpose as a tool for change.
As the credits roll on Sanjeevani – The Pink Tag Project, what lingers is not just the imagery of Mathura or the faces of its participants, but the urgency of its message. Breast cancer is a battle that can be won if detected early, and awareness is the first step toward victory. Through this film, Folklore Co has added its voice to a growing chorus calling for action, empathy, and hope. It is a small step, yes, but one that carries the potential to save lives. And in the realm of storytelling, there can be no greater achievement.
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