Colors teams-up with Yuvraj Singh to fight cancer; Birla Sun Life Insurance backs the cause

‘Where there’s a will there’s a way’  is a proverb we have heard and have even implemented  in our lives. This proverb fits Yuvraj Singh   the country’s favourite cricketer who recently made it to the headlines with his aggressive fight with cancer and subsequently emerged a winner from the disease. He survived it and is back in the country and in the Indian cricket squad for the upcoming T20 World Cup. 

 

A great initiative has been undertaken by Viacom18’s flagship entertainment brand COLORS. They have announced a unique partnership with cricket legend Yuvraj Singh and his foundation ‘YOUWECAN’ to work towards cancer awareness and aid in detection at large for the underprivileged in the country. The channel hasn’t decided the time-slot for the series or when it will be aired as it is still being shot. However, the channel hopes to succeed in creating awareness and inspire people. The three part series will be aired in the format of a docu-drama. All the proceeds generated through the show will be given top the cancer foundation. The series might be aired on other channels simultaneously under the Viacom18 banner as well to make a stronger impact.

 

The show called ‘Zindagi Abhi Baaki Hai’ will air Yuvraj‘s arduous journey and triumph over cancer in a three-part series. It will portray the cricketing legend’s journey through pain, struggle and ultimately victory over cancer.

 

“We all know about Yuvi’s fighting spirit and he’s an inspiration to many. Therefore, we wanted to tell the world his story… a story of hope,” says Raj Nayak, CEO of Colors explaining the unique partnership of the general entertainment channel. He also goes on to say “There is no dearth of social relevant shows on television today but many take notice of them when big hoardings are put up or celebrities hosting them but that’s not our plan. We are not doing this for ratings. I recently lost a relative to cancer, so know the agony and turmoil surrounding it. And in our country where cancer is the second largest cause if death, the disease is still treated at a taboo. It is important to tell people that it can be cured. All one needs is the will to fight it.”

 

“The show is about my life and I want people to know how one feels after being diagnosed with it and can lead to denial and depression. But I want them to fight and live again instead of giving up,” says Yuvraj Singh.Colors, Viacom18′s flagship channel, plans to showcase the player’s determination to the world.

 

Birla Sun Life Insurance is the title sponsor of the show and they regard the association not as an endorsement but a partnership of philosophy.  “We are proud to associate with him and the channel in this venture as it tells the story of highs and lows of life,” said Ajay Kakkar, chief marketing officer – Financial Services, Aditya Birla Group.

 

Sharing his views about the forthcoming show with Adgully Kakkar said that they have been associated with the cricketer since the past three years and he has given life and belief to his credo ‘Jab tak balla chal raha hai..thaat hai…’ During good times one becomes complacent and   thinks it will continue for life and do not foresee the fact that times can go bad. Mr.Kakkar said that when they thought of repositioning Yuvraj they thought of him as a phoenix who always rises again from the ashes. “Last year due to health problems Yuvraj had to opt out of the World Cup due to his health reasons but now from Friday you will see our new campaign which shows  how he is back in the team despite his health problems. In the three hour programme you will see Colors network spreading Yuvraj’s story as an inspiration to the masses,” he said. Yuvraj will talk bout the highs and lows in life. As a human being he has always spoken about his failure alongwith his success.and vice versa. Inspite of his health failure he talks about wanting to come back not only to cricket but come back to life and conveys his message that one should never give up hope.

 

“His is not a cricketer’s success story but a success story to take on ‘Zindagi ki ladai’’ says Mr.Kakkar. He continues to say, “We are supporting his cause and there is a message to be shown in slow motion for 45 seonds where you will see a successful man with tears in his eyes . It will also show his journey through the treatment and the poignant times he has spent with his family during that phase. Very few will dare to bare their sorrow in public. You must give credit to the man because he wants to tell his story as an inspiration and an opportunity to spread awareness about the disease and he is not looking at it as a commercial for publicity.”

 

About the format of the show he said that viewers can see it as and  when it unfolds before them. With regard to the marketing Mr. Kakkar said this time round the category  and message is different since it is not a make believe story. Most of the success will depend on how their brand ambassador fares.

 

Media planners are of the opinion that this show could be compared to Satyamev Jayate which did not garner high ratings but attracted eyeballs and  created a lot of buzz . According to them such shows  can create awareness  in the public . They are also of the view that such shows may appeal to only a certain section of the society. Since it does not entertain the TVR’s  may not be high in comparison to standard soaps on television.

 

On the other hand social workers involved with cancer awareness programmes are not concerned with numbers the show can attract. They are of the opinion that the communication angle is of greater importance given the fact that today no one wants to share their experience with cancer. They consider Yuvraj Singh’s initiative commendable and are sure that it will help give strength and hope to millions who are fighting the dreaded disease.