On World Cancer Day, the Federal Bank Hormis Memorial Foundation, in collaboration with News18 Network and Tata Trusts, partnered with Fortis to release a compelling short film titled ‘#YaadRakheinScreenKarein.’
The film is a significant component of the Sanjeevani initiative, designed to foster conversations about cancer, dispel myths, and emphasize the crucial role of early screening in the collective fight against the disease.
With the alarming statistic of one in nine individuals in India facing the risk of cancer during their lifetime, the film aims to prompt reflection on the importance of cancer screening. The Indian Council of Medical Research-National Cancer Registry Programme (ICMR-NCRP) projects an increase in cancer cases from 14.6 lakh in 2022 to 15.7 lakh in 2025. Late diagnosis has been identified as a leading cause of cancer-related deaths in the country.
Built on this insight, the film urges every Indian to consider the significance of cancer screening in their daily lives. In the era of pervasive screen use – smartphones, TVs, laptops – the film compels viewers to recognize the most vital screen of all: the one reflecting their health.
M V S Murthy, Chief Marketing Officer, Federal Bank, emphasized the importance of early detection through the Sanjeevani initiative. The campaign encourages an annual health check-up with an add-on of cancer screening, aiming to provide life with a fair chance of putting up a strong fight against cancer. The initiative, in collaboration with Tata Cancer Care Foundation and Assam Cancer Care Foundation, has already supported over 1900 families.
Puneet Singhvi, CEO, Digital, and President, Corporate Strategy at Network18, highlighted the significance of ‘Sanjeevani’ in educating and advocating for early cancer detection. The social experiment film is seen as an effective tool to create emotional connections and influence behavioral changes.
Deepshikha Goel Surendran, Head of Brand and Marketing Communications, Tata Trusts, reiterated the commitment to alleviating the cancer burden in India. Through the film #YaadRakheinScreenKarein, part of the ‘Sanjeevani, United Against Cancer’ partnership, Tata Trusts aims to emphasize the importance of regular screening and inspire introspection to drive behavior change.
Launched in September 2023, ‘Sanjeevani-United Against Cancer’ focuses on raising awareness about the silent cancer epidemic, dispelling fears, and encouraging early health tests. The #YaadRakheinScreenKarien film serves as a poignant extension of the campaign, reinforcing the commitment to empower individuals with knowledge and unite the nation in the fight against cancer.
For more information on the Sanjeevani initiative, visit the official websites of Federal Bank Hormis Memorial Foundation, News18 Network, and Tata Trusts.