In India, cancer is often whispered about - if talked about at all. Before the diagnosis and the test, there is silence. We don’t talk about cancer. We don’t ask questions. We wait. Sometimes, too long.

That silence is costing lives.

Today, over 70% of cancer cases in India are detected at a late stage, when treatment is harder and survival rates fall sharply. And yet, early detection can save millions. It’s a simple truth: when cancer is found early, it’s often beatable.

That’s why Sanjeevani: United Against Cancer was launched — to break the silence, replace fear with understanding, and inspire timely action. Not with panic. Not with statistics. But with something gentler, and far more powerful. A friendly nudge.

A movement that’s changing public health conversations

Sanjeevani is a 700+ day, multi-platform health conversation led by News18 Network, in partnership with Federal Bank Hormis Memorial Foundation and Tata Trusts as knowledge partners. Its singular mission: to make cancer screening a national habit — and to normalise conversations around early detection.

From #YaadRakheinScreenKarein to #TimeNikaaleinScreenKarein, Sanjeevani has reached millions — not through PSAs, but through real, human storytelling.

At the heart of this shift is a voice India trusts: Vidya Balan. She didn’t just endorse the cause — she lived it. In a deeply personal moment, she underwent a real breast cancer screening on camera. No script. No drama. Just courage. Her action moved a nation to act.

Taking the message where it matters

Sanjeevani didn’t stay in the studios. It moved across India — shifting cultures at every touchpoint.

Over 315 hours of original content created and broadcast across News18’s channels and digital platforms

• 1,700+ employees screened across 30 corporates
• 11,000+ students engaged through school workshops across eight cities
• A powerful collaboration with Dr. Cuterus (Dr. Tanaya) to demystify screening through science and empathy
• A breast cancer awareness camp with the Princess Diya Kumari Foundation, which supports disadvantaged
• women in rural Rajasthan
• A special awareness and screening camp with Delhi Police Women Officers, bringing the message to the
• nation’s protectors

(Screening camp for Delhi Police)

This wasn’t just media amplification. It was a conversation built on access, inclusion, and trust.

Proof that progress is possible

Behind the stories lie measurable change:
• 30% rise in intent to screen for cancer
• 25% increase in people urging others to go for cancer screening
• 73% of exposed audiences agree that early cancer screening saves lives

These aren’t just metrics. They’re signs of a mindset shift — from hesitation to habit.

Looking ahead

As Sanjeevani: United Against Cancer enters its third year, its mission remains urgent: Turn early detection from an exception into a habit. Reach the unheard, not just the aware. Ensure no Indian suffers simply because they didn’t know — or didn’t act in time.

This is not a campaign that ends with a headline. It’s a long-term commitment — to awareness, access, and action. It’s an always-on public health conversation that Network18 proudly leads — alongside committed partners who believe in marketing for good.

With Federal Bank’s intent, Tata Trusts’ expertise, and Network18’s reach, Sanjeevani has shown what’s possible when empathy and information move together.

Because in a country where cancer often arrives without warning, the most powerful thing we can offer isn’t fear — it’s a timely reminder. And sometimes, the difference between silence and survival... is a gentle nudge, at the right moment.

MVS Murthy, CMO, Federal Bank, said, "Cancer screening isn't about fear - it's about taking control. And that's what Sanjeevani enables - by replacing hesitation with action, and stigma with strength. Vidya Balan's journey has helped millions see that screening isn't scary - it's self-care. Sanjeevani is not just a campaign we support - it's a movement we believe in. Because when awareness turns into action, lives are saved."

Sidharth Saini, COO, News18 Studios, said, "Through our initative Sanjeevani, News18 Studios is proving that collaboration storytelling and communication can drive real change. With Federal Bank Hormis Memorial Foundation and Tata Trusts as our knowledge partners, we're building awareness, inspiring dialogue, and shaping the health narrative across India."