Viacom18’s flagship entertainment brand, COLORS has announced a unique partnership with cricket legend Yuvraj Singh and his foundation ‘YOUWECAN’ that works towards cancer awareness at large and detection for the underprivileged in the country. Keeping in line with its promise of delivering clutter breaking content, COLORS is launching a compelling show – Zindagi Abhi Baaki Hai that will air Yuvraj‘s arduous journey and triumph over cancer in a three-part series. Committed to raise funds through sponsorships for the show, COLORS will donate all proceeds to the ‘YOUWECAN’ Foundation. Apart from airing on COLORS, the series will also be simulcast on Viacom18’s youth entertainment brand MTV India.
Commenting on the occasion, Raj Nayak, CEO of COLORS said, “COLORS has always stood for highlighting issues and matters of human interest. Taking a step further, we would like to extend our hand to the ‘YOUWECAN’ foundation in creating awareness about cancer and reaching out to people with a message of hope and inspiration with ‘Zindagi Abhi Baaki Hai – a three part series”. He further added, “Yuvi has proved that he’s not only an awe-inspiring cricketer, but also a true champion. We understand fighting cancer takes a great amount of courage and resilience, something that Yuvi has personified. Whether on the field or off it, Yuvi continues to inspire millions of people across India; and our humble endeavor is to partner with him to contribute our bit towards cancer awareness.”
A fighter, a warrior, a charismatic individual and a cancer winner are words that define Yuvraj Singh. With ‘Zindagi Abhi Baaki Hai’, he narrates his experience with the disease to create wider awareness on occurrence, early detection, and therapy. The show reveals his story from the first moment of shock on finding out that he has a rare form of cancer to his absolute grit and determination as he emerged as a winner while showcasing his will and determination to live especially as an active and healthy International cricketer.
Speaking on this emotional occasion, Yuvraj said, “Through my battle with cancer, I have realized that what’s within us matters more than what lies behind and ahead of us. Cancer is a disease that can eat through lives and I hope that my story inspires the millions affected by it to fight harder and conquer it. I am extremely glad that COLORS is supporting my cause and through Zindagi Abhi Baaki Hai, allowing my voice to reach millions of households across the country.”
Speaking on the partnership with ‘Zindagi Abhi Baaki Hai’, Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group said, “At Birla Sun Life we are proud to have Yuvraj, not as a mere Brand Ambassador, but as a Philosophy Ambassador, who has chosen to share his fears and tears, as also his hopes and ambitions with the nation. So that they can plan and prepare their future, through ups and downs. He has given life to his belief and credo, that “Jab tak balla chal raha he, thaat hen…” He just refuses to accept his illness as an end, but as an opportunity to plan and strive for his come-back. We salute his fighter spirit and remain committed and supportive of the person and his achievements both on and off the field. We are proud to partner COLORS and the YouWeCan Foundation to bring Yuvraj’s story to mass India so that it can touch many more lives and provide unprecedented inspiration to the nation.”
Talking further on this occasion, Gurmeet Sapal, Director of the television series said, “One out of every eight Indians suffers from cancer. The poor seldom have the resources to fight it, and the rich don’t like to talk about it. But the way Yuvi came out in the open and fought this disease gave hope to millions of cancer patients and their families. His story is capable of generating mass awareness on cancer and eventually bringing down the loss of precious lives. This story had to be told.”
Indian Cancer Statistics
· Cancer is the second largest cause of death in India
· In 2010, 5.56 lakh people died of cancer, and 71 percent of these deaths occurred in people aged 30-69 years
· Most fatal cancers in men – Oral, Stomach and Lung
· Most fatal cancers in women – Cervical, Stomach, Breast
(Source: Study by Tata Memorial Hospital, Lancet, Centre for Global Health Research and University of Toronto)