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‘Miscalculation’ can lead to cancer

The film ‘Miscalculation’, conceptualised by ShutterSteam Media, highlights the ill-effects of tobacco, which not only affects the person but also ruins the dreams of the loved ones

BestMediaInfo Bureau | Mumbai | February 9, 2017

Gleneagles-Global-Hospitals-no-to-tobacco Click on the Image to watch the Video.

On the occasion of World Cancer Day 2017, Gleneagles Global Hospitals, a Parkway Pantai Enterprise, released a heart-touching short film, ‘Miscalculation’, on oral cancer awareness. The film is conceptualised by ShutterSteam Media.

According to a recent report by Indian Council of Medical Research, head and neck cancer account for more than 5.5 lakh of the total cancer cases reported in India every year. With India being in the sixth place on a worldwide level, we are witnessing a steep rise in oral cancer due to lack of awareness and negligence among people on the consequences of smoking and chewing tobacco.

Commenting on the film, Ramesh Krishnan, CEO India Operations Division, Parkway Pantai Enterprise, said, "We aim to reach out to a wider audience, emphasising the need to quit smoking and chewing tobacco in any form.”

The focus will be on the prevention of occurrence and treating patients at the same time counselling and providing support to their caregivers to fight against such life threatening diseases.

Miscalculation is an engrossing video with a strong message, highlighting the ill-effects of tobacco, which not only affects the person but also ruins the dreams of his/her loved ones.

The film was shot in Mumbai and showcases how a brilliant child has to give up studies leaving his dreams behind to sell tea and manage the cost of his ailing father’s treatment for oral cancer. The touching part is an insightful dialogue wherein the boy mentions that though his father adores him a lot, his love for tobacco dominates everything else in his life. Through this short film, Gleneagles Global Hospitals wishes to create an emotional connect with the viewers to spread the message of healthy living.

Prasad Kadam, Director, ShutterSteam Media, said, "The idea was to make a cancer awareness film, which does not disgust the viewers by showing cancer cells or blood but at the same time moves them with a hard hitting message with a simple story. With the kind of response we got in social media, I think we have achieved it or even more."

Recently, FruitBowl Digital also launched a campaign, #FruitPrints, on World Cancer Day. Beyond just trends, the Mumbai-based digital marketing agency published artworks curated by cancer patients on social media pages for its brands, setting a benchmark in as a CSR initiative.

FruitBowl

Gleneagles Global Hospitals is part of Parkway Pantai, a fully owned subsidiary of IHH Healthcare. In India, Gleneagles Global Hospitals operates a chain of multi-super speciality hospitals offering tertiary and quaternary healthcare services with over 2,000 beds and state-of the-art, world-class hospitals in Hyderabad, Chennai, Bangalore and Mumbai.

The Video:

[youtube]https://www.youtube.com/watch?v=H4PXujNaGPo[/youtube]

Credits:

Client: Parkway Pantai

Brand: Gleneagles Global Hospitals

Agency: ShutterSteam Media Pvt Ltd

Writer & Director: Prasad Kadam

Cinematography: Dezvyn Douglas Tinwalla

Info@BestMediaInfo.com

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