Sony SAB and Indian Cancer Society join hands to empower women against breast cancer stigma

Sony SAB has teamed up with the Indian Cancer Society (ICS) to tackle the issue - breast cancer.

In a society where fear and embarrassment frequently shroud discussions about this critical health concern, Sony SAB is taking a bold step forward through its popular show, ‘Wagle Ki Duniya’, and its strategic partnership with ICS.

The objective is to encourage viewers to shed their inhibitions and openly engage in conversations about breast cancer, creating awareness, self-examination and screenings leading to early detection, and ultimately saving lives.

Wagle Ki Duniya – Nayi Peedhi Naye Kissey is a family-oriented drama that touches upon the everyday challenges faced by the quintessential Indian family. The ongoing track in the show highlights Vandana's (portrayed by Pariva Pranati) battle against breast cancer. It aims to inspire women to overcome fear and embarrassment, as staying silent could have grave consequences.

In an effort to reinforce this message, Sony SAB has joined hands with Indian Cancer Society and is set to air a promo encouraging viewers to log on to www.indiancancersociety.org or call the helpline number 8411803040, for essential information and support related to early detection and self-examination for breast cancer. With the #shekickscancer initiative, Sony SAB hopes to address such crucial topics openly and contribute to a more healthy and aware society.

Neeraj Vyas, Business Head, Sony SAB, said, “We believe in the power of storytelling to drive awareness about critical social issues and Sony SAB is committed to touching themes that are thought provoking and can inspire viewers to look at concerns and challenges in the most positive way. As part of the ongoing theme in Wagle Ki Duniya, we are happy to create value for our viewers by tying up with Indian Cancer Society. We hope to create awareness and are confident that this collaboration has the potential to make a meaningful difference to women.”

Usha Thorat, Secretary and Managing Trustee, Indian Cancer Society, said, “We are happy to see Sony SAB promoting open dialogue and raising awareness about a crucial issue such as breast cancer. In a time when breast cancer casts a long shadow over the lives of many, the importance of awareness and early intervention cannot be overstated. This initiative is sure to transcend beyond the TV screens and inspire many women to speak up and seek help to ensure early detection."

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