The third edition of Sanjeevani: United Against Cancer - a

transformative initiative by Federal Bank Hormis Memorial Foundation, News18 Network, and

knowledge partner Tata Trusts—launches today with a clarion call: early detection saves lives, and

screening is everyone's responsibility, regardless of how fit they feel.

At the helm of this life-saving movement stands Vidya Balan, the campaign's powerful voice and

beacon for change. Through two evocative short films, she dismantles complacency and shatters the

dangerous myth that fitness is a shield against cancer. Her unwavering advocacy challenges a

nation to stop waiting for a crisis to act and instead embrace the empowering truth that early

screening is the strongest defense against this silent epidemic. Two powerful narratives, one life-

saving message.

The film confronts a deeply held misconception prevalent among health-conscious Indians. It

showcases individuals dedicated to rigorous workouts, disciplined diets, and exemplary lifestyles -

and then delivers an uncomfortable truth: fitness alone is not enough. Cancer respects no

boundaries of discipline or health status. Vidya's reassuring yet confronting message cuts through:

"Screening is not about fear. It's about hope and action."

In the other film, Vidya draws the parallel between filmmaking and life's most critical test. She

reminds viewers that while scenes can be rehearsed and perfected, a missed screening cannot be

undone. A missed sign could mean a missed chance at survival. This is the essence of why early

screening matters - not as fearmongering, but as empowerment. Early detection transforms cancer

from a death sentence into a manageable condition, restoring hope, time, and futures. The message

is clear: early detection is the only true rehearsal life offers. Those who take it gain the most precious

gift - time to act, time to heal, and time to live.

The campaign crystallises some non-negotiable truths:

Early detection saves lives: Cancer develops silently, even in those who feel perfectly

healthy. Early detection prevents disease progression and dramatically improves survival

outcomes - this is not a promise; it is proven medical reality.

? Fitness is not a substitute for screening: A healthy lifestyle is admirable but incomplete.

Cancer discriminates against no one. Proactive health screening is the true mark of self-

care.

? Fear is not an excuse: Hesitation around diagnosis should never delay action. Awareness

and timely intervention are not frightening - they are empowering and lifesaving.

Conversation defeats stigma: Open dialogue breaks silence. When families talk about

screening, when communities normalize testing, when individuals encourage one another to

get screened—stigma crumbles, and lives are saved.

Talking about the initiative, M V S Murthy, Chief Marketing Officer of Federal Bank said, "At

Federal Bank Hormis Memorial Foundation, we believe health is not an expense - it is an investment

in India's future. Through Sanjeevani, we have reached thousands of people across the country, and

this year we are determined to reach even more. Early detection is not a privilege; it is a right that

must reach every Indian. These films, powered by Vidya Balan's conviction, will inspire millions to

make that potentially life-saving choice. Because when screening becomes habit, survival becomes

possible"

“Sanjeevani is redefining purpose-driven storytelling, where communication sparks participation.

Awareness alone doesn’t save lives; early screening does. That’s why, through partnerships with

Federal Bank Hormis Memorial Foundation and Tata Trusts and activations across India, we’ve

moved beyond conversations to create measurable impact: millions reached, thousands screened.

With Vidya Balan lending her voice to this movement, we’re finding new cultural touchpoints that

inspire action - because real change begins when people move from knowing to doing,” said

Siddharth Saini, COO of News18 Studios.

“Beyond our secondary research, and after many calls and discussions with our friends, families and

their peer groups, we discovered that the most ignorant audience was the fitness enthusiast. Driven

by the finding that ‘it is the fit ones who tend to believe that they do not need cancer screening’, we

chose the most direct setting of a gym conversation that tackles this inaccurate mindset. We hope

this film reaches out to all fitness enthusiasts and makes them believe that cancer screening is for

them as well, just as important as it is for everybody.” Said Surojit Sen Co-Founder and CEO,

Huddlers Innovation Private Limited.

The Critical Power of Early Detection

With over 70% of cancer cases in India still diagnosed at late stages—when treatment becomes

exponentially harder, costlier, and less effective—the window for prevention and cure remains

devastatingly small. Sanjeevani's mission cuts through the noise: the moment of detection

determines the trajectory of a life.

Conceptualized by Huddlers Innovation Private Limited, these films reject fear-based messaging in

favor of actionable hope. They speak to the heart of what matters: dignity, agency, and the power of

choice. Vidya Balan's presence ensures that Sanjeevani remains deeply human - acknowledging the

real anxieties around cancer while centering the transformative power of early intervention.

The films are available across Sanjeevani's digital ecosystem, News18 Network's broadcast

channels, and select streaming platforms starting today. Every view, every conversation, and every

screening brings India closer to a future where cancer is met not with silence and despair, but with

hope, timely care, and the fierce determination to survive.

Source : PR Agency