Mumbai, 5th October 2012 – Sharing a common goal to increase awareness about breast cancer and the importance of early detection, The Estée Lauder Companies’ Breast Cancer Awareness (BCA) Campaign in association with the Maharashtra State Road Development Corporation(MSRDC) are pleased to announce the illumination of the Bandra Worli Sea Link (BWSL) in Pink from 5th to 12th October 2012, 7:30pm onwards.This momentous association also celebrates 20 Years of The Estée Lauder Companies’ BCA Campaign and its commitment to defeating breast cancer through education and medical research.


As part of The BCA Campaign’s Global Landmarks Illumination Initiative, the BWSL joins an illustrious league of international landmarks like the Empire State Building (New York, USA), Sydney Opera House (Sydney, Australia), Louvre Museum (Paris, France), Burj Al-Arab (Dubai, UAE), Beijing Olympic Pool (Beijing, China), Cristo Redentor (Rio, Brazil), Tokyo Tower (Tokyo, Japan), Parliament Building (Ottawa, Canada) among many others that have been a part of this global tradition, every October for Breast Cancer Awareness Month. For one week starting Friday, 5th October 2012, the BWSL will glow pink from 7:30pm onwards every evening.


Launched in 2000, The BCA Campaign’s Global Landmarks Illumination Initiative unites iconic global landmarks lit in pink every October to stand as symbols of hope and empowerment, and to spread the life-saving message of early detection in an exciting and dramatic way.


To date, over 600 unique landmarks have been illuminated. The BCA Campaign proudly set the Guinness World Record for “Most Landmarks Illuminated for a Cause in 24 Hours” in October 2010, which included our historic Taj Mahal Palace Hotel, Mumbai that has been participating in the initiative since its launch year in October 2006.


On this occasion, Rohan Vaziralli, Country Manager, Estée Lauder Companies India expresses, “The Estée Lauder Companies’ Breast Cancer Awareness Campaign is proud to associate with the MSRDC for our Global Landmarks Illumination Initiative, to increase national awareness for breast cancer and the importance of early detection in the fight against this disease. The BWSL is today recognized as the contemporary identity for the city and joins iconic monuments across major international cities participating in the campaign. Its Illumination in Pink will serve as a bold message of empowerment and “courage” across generations, cultures and communities to take action by way of regular mammography check-ups and spreading the life saving message of early detection. The BCA Campaign has been active in India since 2006, when it hosted its first BCA Campaign Global Landmarks Illumination event in Mumbai. Our commitment stays steadfast in furthering the dream of our BCA Campaign Founder, the late Mrs. Evelyn Lauder in emphasizing breast health education and supporting medical research, for a future free of breast cancer.”


Echoing similar sentiments is Mr. Bipin Shrimali, Vice Chairman and Managing Director, MSRDC, saying, “It is a matter of great pride to join hands with The Estée Lauder Companies’ BCA Global Landmarks Illumination Initiative to bring national attention to The Breast Cancer Awareness Campaign cause. We are using the powerful recognition the BWSL commands as an iconic landmark today, to send a positive message of encouragement and drive education for breast cancer among people. We are also very proud to unite with renowned landmarks around the world in a show of solidarity for this noble cause. The BWSL will shine pink as part of The Estee Lauder Companies’ BCA Campaign’s Global Landmarks Illumination Initiative for a week from 5th October 2012, 7:30pm onwards.”


The BCA Campaign is active today in more than 70 countries, including India. Driven by a shared goal for widespread education and helping women in need, the Campaign works closely with local organizations Women’s Cancer Initiative – Tata Memorial Hospital and Ogaan Cancer Foundation in promoting awareness for breast health and raising funds for medical research.


About The Estée Lauder Companies’ Breast Cancer Awareness (BCA) 2012 Campaign

The 2012 Campaign theme is Courage. Believe in a world without breast cancer.  Know we’re here until it’s true. This year’s bold, empowering messagehighlights the Company’s 20 year commitment to defeating breast cancer through education and medical research and celebrates the life and legacy of BCA Campaign Founder and Pink Ribbon co-creator, Mrs. Evelyn H. Lauder.



This milestone BCA Campaign is dedicated to the tremendous courage of Evelyn Lauder and her unwavering commitment to eradicate breast cancer. In 1992, during a time when thousands were dying from the disease yet it was only spoken about in whispers, she launched The Estée Lauder Companies’ BCA Campaign to raise awareness for the disease, encouraging women everywhere to practice breast health, while working tirelessly to raise funds for the critical research needed to find a cure.  Twenty years later, The BCA Campaign continues to carry on Evelyn Lauder’s mission, inspiring women and men alike to find the courage and encourage others to tenaciously fight for a world free of breast cancer.



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