Sanjeevani: United Against Cancer - an initiative by Federal Bank Hormis Memorial Foundation, News18 Network, and knowledge partner Tata Trusts, has rolled out the third edition of its campaign featuring actor Vidya Balan, to spotlight how early detection of cancer can save lives.

Conceptualised by Huddlers Innovation, the campaign consists of two ad films.

Balan, through the films, 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 defence against this silent epidemic.

The first film, Balan, 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.

In the second film, Balan 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 that, "Screening is not about fear. It's about hope and action."

What we think about it: Both films strike an emotional balance between urgency and optimism, replacing fear with empowerment through Vidya Balan’s steady, credible presence. While the narratives are conceptually strong and visually grounded, a tighter edit and more nuanced storytelling could have amplified the emotional payoff and made the call to action feel more immediate.

M V S Murthy, chief marketing officer, 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."

Siddharth Saini, COO, News18 Studios, added, “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."

Surojit Sen, co-founder and CEO, Huddlers Innovation, said, “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.”