MAM
News18, Federal Bank and Tata Trusts launch ‘Sanjeevani’ to combat rising cancer cases in India
Mumbai: Federal Bank Hormis Memorial Foundation, News 18 Network, and Tata Trusts, all three organisations renowned for their dedication to meaningful and impactful initiatives, will jointly unveil ‘Sanjeevani-United against cancer’. ‘Sanjeevani’ aims to raise awareness and encourage conversations around the silent cancer epidemic, and to alleviate fears that often accompany this disease. The collaborative effort seeks to drive positive sentiments towards early and consistent health tests, tumour management, and symptom recognition, all crucial aspects in the battle against cancer.
Cancer’s prevalence as a significant health challenge persists, ranking among the leading causes of mortality. In India, the reluctance to address Cancer early is often rooted in fear and a lax attitude towards health. The common forms of cancer in the country include Breast Cancer, Oral Cancer, Cervical Cancer, Lung Cancer, and Colorectal Cancer. The Sanjeevani initiative focuses on empowering and supporting individuals to confront these fears and actively fight Cancer. The number of Cancer cases in the country is projected to go up from 14.6 Lakh in 2022 to 15.7 Lakh in 2025, according to the Indian Council of Medical Research-National Cancer Registry Programme (ICMR-NCRP). Moreover, on a global scale, 30 per cent of cancer patients lose their lives due to late-stage detection, while 70 per cent achieve a reprieve due to early detection facilitated by awareness. Unfortunately, this ratio is reversed in India. It has become all the more urgent therefore to fight the social stigma surrounding it and counter the hesitancy around tests for early detection.
Federal Bank MD and CEO Shyam Srinivasan commended the initiative, saying, “As we celebrate the remarkable success of the “Sanjeevani – A Shot Of Life” campaign which was aimed at addressing the fear and reluctance surrounding Covid Vaccines, our primary focus has evolved to proactive pursuits in healthcare, specifically combatting cancer through early detection. This time, through Sanjeevani 2.0, Federal Bank is focussing on the need to overcome nonchalance and dismissiveness around the possibility of Cancer affecting any of us. Cancer Screening needs to become an integral part of annual health checkups, which too need to be a disciplined activity. Given News18’s reach, we believe that a rise in awareness will increase testing or screening in our country. This should increase the ratio of survivors, which will be a hard-fought victory, with ongoing efforts. Having Tata Trusts as our knowledge partner helps us harness and be guided by their deep understanding of the terminal probabilities of Cancer. We at Federal Bank are honoured to collaborate with such venerable and compassionate partners in guiding Sanjeevani towards its Mission.”
News18 Network and Federal Bank Hormis Memorial Foundation together, with Tata Trusts as a knowledge partner, will launch the initiative during an event at The Oberoi in New Delhi on 27 Sep 2023. The event will be inaugurated in the presence of Dr Mansukh L. Mandaviya, Union Minister of Health and Family Welfare, and Lisa Ray, a renowned actress, social activist, and cancer survivor. Esteemed personalities such as Amitabh Dube, MD, Novartis India, Padma Shri Dr. Rajendra Badwe, cricketer Yuvraj Singh, and film director Anurag Basu among others from diverse walks of life will join the ‘Sanjeevani’ movement, a beacon of hope in creating a nurturing and supportive environment for all battling the disease.
Highlighting the barriers in the fight against cancer, Network18 Media & Investments Ltd CEO – digital & president – corporate strategy Puneet Singhvi stated, “Anxiety and fear have acted as significant barriers in cancer detection among Indians, encompassing the concerns around its treatment, financial burden and repercussions on the family. However, numerous studies indicate that early detection can result in beating cancer and saving lives. With the launch of ‘Sanjeevani,’ our mission is to educate our audience and evangelize the benefits of early detection in the fight against cancer. The initiative in partnership with the Federal Bank Hormis Memorial and Tata Trusts is more than just a campaign; it is a movement towards driving awareness and making an impact in the fight against cancer. ‘Sanjeevani’ reaffirms our dedication to rewriting the fight against cancer narrative, emphasizing the critical importance of early detection, and underscoring the immeasurable value of health.”
Tata Trusts CEO Siddharth Sharma added, “Committed to revolutionising cancer care across the country since 1941, Tata Trusts have been at the forefront of critical initiatives to advance accessible, affordable, and quality cancer treatment and care. Today, as we continue our fight against the surging cancer challenge, we are happy to associate, as knowledge partners, with ” Sanjeevani, United Against Cancer” – a purpose-driven initiative being launched by News18 Network to drive awareness around the disease and the importance of early detection. We hope that this endeavour will not only foster awareness and meaningful discussions about cancer but also effectively address the fears linked to the disease. Over time, these efforts may help to highlight the true value of “early cancer detection” which will significantly increase the chances of survival. Working together in a collaborative framework, the Trusts aim to continue driving positive change and overcoming social and economic barriers associated with cancer.”
The introduction of the second season of Sanjeevani in collaboration with the Federal Bank Hormis Memorial and Tata Trusts marks yet another stride in this admirable journey. “Sanjeevani” is more than an initiative; it is a movement that will encourage informed discussions and drive awareness around cancer. By combating fears associated with this disease, the initiative intends to cultivate a proactive approach towards health tests and the management of symptoms, all of which are vital steps in the fight against cancer.
New18, India’s largest news network has been at the forefront of impactful initiatives aimed at improving people’s lives and contributing to the progress of the nation. In partnership with like-minded brands, the network plays a pivotal role in shaping narratives and fostering discussions that propel cultural advancement. Through its influential projects like ‘Sustainable is Attainable with Tata Power’, ‘Mission Swachhta Aur Paani with Harpic’, ‘#CallItOut with Truecaller’, Netra Suraksha with Novartis, and ‘Period of Pride with P&G Whisper’. News 18 has brought together communities, policymakers, and businesses to drive change and make a positive impact. The network’s commitment to social responsibility is evident in its consistent endeavours to encourage social justice and progress. Such initiatives play a significant role in shaping a better and healthier future for India.
MAM
ASCI study uncovers how Gen Alpha navigates ads in endless digital feeds
‘What the Sigma?’ ethnographic report maps blurred boundaries between content and commerce for 7–15-year-olds.
MUMBAI: Gen Alpha isn’t scrolling through the internet, they’re living rent-free inside its never-ending dopamine drip, and the ads have already moved in next door. The Advertising Standards Council of India (ASCI) Academy, partnering with Futurebrands Consulting, has published ‘What the Sigma?’, an immersive ethnographic study that maps how Indian children aged 7–15 (Generation Alpha) consume, interpret and live alongside media and commercial messaging in a hyper-digital environment.
The research draws on in-home interviews, sibling and peer conversations, and discussions with parents, teachers, counsellors, psychologists, marketers and kidfluencers across six cities. It examines not only what children watch but how algorithms, content creators, peers and parents shape their relationship with the constant stream of shorts, vlogs, gameplay, memes, sponsored posts and ‘kid-ified’ adult material.
Five core themes emerged:
- Discontinuous Generation, Gen Alpha is not growing up alongside the internet, they are growing up inside it. Cultural references, humour, aesthetics and language sync globally in real time, often leaving adults functionally illiterate in their children’s world. A reference that lands instantly for a 10-year-old in Mumbai or Visakhapatnam feels opaque or disjointed to most parents.
- Authority Vacuum, Parents and teachers frequently lose cultural fluency in digital spaces. The algorithm responsive, inexhaustible and perfectly attuned to preferences becomes the most attentive presence in many children’s daily lives. Rules around screen time feel increasingly difficult to enforce when adults cannot fully see or understand the content landscape.
- Digital as Society, Online and offline no longer exist as separate realms, they form one continuous reality. The phone is not a tool children pick up; it is the primary social environment they inhabit.
- Great Media Mukbang, Content flows as an ambient, boundary-less, multi-sensorial stream. Entertainment, advertising, commerce, gameplay, memes and vlogs merge into one undifferentiated feed. The line between active choice and passive absorption has largely collapsed.
- Blurred Ad Recognition, Children aged 7–12 typically recognise only the most overt advertising formats. Influencer promotions, gaming integrations and vlog sponsorships often register as organic entertainment. Children aged 13–15 show greater ad literacy but remain highly susceptible to narrative-integrated, passion-driven and emotionally resonant brand messaging. Discernment remains low across the board in a non-stop stream.
ASCI CEO and secretary general Manisha Kapoor said, “ASCI Academy’s study is an investigation into the content life of Generation Alpha not to judge them but to understand them. Their cultural reference points seem disjointed from those of earlier generations. Insights on how they perceive advertising is the first step towards building more responsible engagement frameworks, given that they are the youngest media consumers in our country right now.”
Futurebrands Consulting founder and director Santosh Desai added, “While earlier generations have been exposed to digital media, for this generation it is the world they inhabit. This report explores not only what they watch but how they are being shaped by algorithms, content and advertising.”
The study proposes four adaptive, principles-led pathways:
- Universal signposting of commercial intent using design principles that make advertising recognisable even to young audiences.
- Ecosystem-wide responsibility shared among advertisers, platforms, creators, schools and parents.
- Future-ready safeguards built directly into children’s content experiences rather than as optional background settings.
- Formal media and advertising literacy embedded in school curricula to teach age-appropriate understanding of persuasion and commercial intent.
In a feed that never pauses, Gen Alpha isn’t merely watching content, they’re swimming in an ocean where entertainment, commerce and identity swirl together. The real question isn’t whether they can spot an ad; it’s whether the adults building the ocean can agree on where the lifeguards should stand.
