Viacom18’s general entertainment channel Colors today announced a three-part series with Indian cricketer Yuvraj Singh and his foundation YouWeCan. Christened ‘Zindagi Abhi Baaki Hai’, the series will trace Yuvraj’s journey and triumph over cancer. It will be simulcast on MTV India. “We are also in talks of telecasting it on several other Viacom18 channels,” said Raj Nayak, CEO, Colors.
All the funds raised through sponsorships for the show will be donated to Yuvraj’s foundation that works towards cancer awareness in the country. Birla Sun Life Insurance, a brand that has Yuvraj on board as its brand ambassador since the last three years, is the principal sponsor of the show.
Commenting on the occasion, Nayak said, “We would like to extend our hand to the ‘YouWeCan’ foundation in creating awareness about cancer and reaching out to people with a message of hope and inspiration. We understand fighting cancer takes a great amount of courage and resilience, something that Yuvi has personified. Whether on field or off it, Yuvi continues to inspire millions of people across India; and our humble endeavour is to partner with him to contribute our bit towards cancer awareness.”
The film series has been directed by Gurmeet Sapal and has bits and pieces from videos taken by Yuvraj’s friend Nishant during his treatment in the US.
The show will be aired on a prime time slot, however, the exact day or time hasn’t been decided yet. Parts of the series are yet to be shot as Yuvraj takes off for his first on-field tournament post recovery, ICC World Cup T20.
“Through my battle with cancer, I have realised that what’s within us matters more than what lies behind and ahead of us. Cancer is a disease that can eat through lives and I hope that my story inspires the millions affected by it to fight harder and conquer it. I am extremely glad that Colors is supporting my cause and through ‘Zindagi Abhi Baaki Hai’, allowing my voice to reach millions of households across the country,” said Yuvraj.
Seems like ‘Zindagi Abhi Baaki Hai’ is set to follow the socially engaging format that has got popular once again post Satyamev Jayate. Commenting on the fact, Nayak said, “There have been socially engaging formats on television since a long time. Only when a channel puts up big hoardings or makes big advertisements, do they get noticed. However, with ‘Zindagi Abhi Baaki Hai’ Colors wants to do its bit for the society. We want to get into people’s homes with Yuvraj and spread awareness more than anything else.”
All said and done, it won’t be surprising to see the show placed on the favourite weekend early morning slot, a time that has received immense viewership for socially engaging shows off late.