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MUMBAI:
Ace cricketer Yuvraj Singh's battle with cancer is set to
hit small screens with Viacom18-owned channel entertainment
channel Colors planning to air a three-part series late October.
Colors
has partnered Singh's foundation YouWeCan to broadcast the
show Zindagi Abhi Baaki Hai, which will also be simulcast
on Viacom18’s youth entertainment brand MTV India.
The
GEC broadcaster sees the show as part of its corporate social
responsibility to raise awareness about the disease among
the masses. It has decided to donate the revenue earned through
the show to YouWeCan Foundation.
The
broadcaster has roped in Birla Sun Life as the title sponsor.
The life insurance company, which has Yuvraj as its brand
ambassador, feels the series will help them in communicating
their core philosophy of avoiding uncertainties in life by
taking insurance.
Colors
CEO Raj Nayak reasoned that the objective behind Zindagi Abhi
Baaki Hai is to highlight Yuvraj's extraordinary fight against
cancer to create hope among cancer patients that they too
can overcome the disease.
"We
are not looking at Zindagi Abhi Baaki Hai as a show, we feel
that as a responsible broadcaster we can do something for
the society by helping in creating awareness about cancer,"
Nayak said.
"Some
of the parts of the series is still being shot, so it will
go on-air late October. We haven't decided on the time slot.
Our production team will take a call on that," he added.
The
series, which is being directed by Gurmeet Sapal, is still
under production. With ‘Zindagi Abhi Baaki Hai’,
Yuvraj 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 make a comeback as a healthy
cricketer.
Speaking
on this emotional occasion, Yuvraj said, “Through my
battle with cancer, I have realised 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.”
Aditya
Birla Group CMO-Financial Services Ajay Kakar added, “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. 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."
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