Mumbai: Federal Bank Hormis Memorial Foundation and News18 Network appoint Bollywood actress Vidya Balan as the national ambassador for the second phase of their flagship programme, ‘Sanjeevani: United Against Cancer’, with Tata Trusts as knowledge partners.
The campaign, #TimeNikaaleinScreenKarein kicked off in September with a public service message from Vidya Balan, urging men and women to take time for cancer screening. The campaign aims to shift attitudes and behaviour towards early cancer detection, focusing on partnerships, learning, and community engagement.
Cancer remains the second leading cause of death worldwide, often detected late. Early screening can significantly prevent, diagnose, and treat cancer. Vidya Balan’s influential presence is expected to amplify the campaign's message across the country, promoting early testing, tumour management, and system recognition.
Vidya Balan shared her thoughts on the campaign: “Screening is an essential component for detecting cancer before symptoms appear, allowing for timely and better health outcomes. Through this programme, I hope to use my voice to reach out to the citizens of the nation, sparking conversations around dissipating myths, misconceptions and attitudes towards cancer screening and for the adoption of preventive health behaviour.”
Federal Bank’s chief marketing officer, MVS Murthy emphasised the initiative's impact: “At Federal Bank, we work on building deep relationships with our customers. These relationships are further strengthened by our active participation in long-term initiatives to improve the quality of living. Sanjeevani is Federal Hormis Memorial Foundation’s flagship initiative that has strapped itself with multiple partners for an uphill climb. We believe that constant stoking of knowledge leads to action, periodic action to an individual’s betterment and a collective of individuals uplifts the society to deservingly lead a good quality of life. The Foundation works at various levels including patient support, encouraging early testing, corporate and residential programs to enable screening, and awareness building initiatives. The onus is on us to test regularly, detect early and push back the inevitability, just in case.”
Tata Trusts’ head of brand and marketing communications, Deepshikha Goel Surendran added: “As pioneers in cancer care, it has been our endeavour to encourage early detection through regular screening and to empower patients and caregivers. We are optimistic that this message of #TimeNikaaleinScreenKarein will resonate with both rural and urban audiences, not only positively impacting but also potentially saving lives.”
News18 Studios’s COO, Sidharth Saini also remarked: “With a growing population and the rising number of cancer cases, the need for regular screenings has never been more urgent and important. We are grateful to have Vidya Balan as the brand ambassador for the campaign. With her presence and intervention, we aim to make conversations around cancer screening personal, heartfelt and stigma free, like a caring nudge from someone you trust. It’s not just information, but relatable advice that speaks to everyday people, making it easy to connect with and act on.”
Last year, Federal Hormis Memorial Foundation helped over 3,000 patients in Assam and Tirupati, screened over 1,700 employees from 30 corporations, and inspired over 55,000 people to pledge for regular health check-ups. This year, the initiative will expand screenings and continue to build awareness.
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