MUMBAI: BIG FM recently announced a campaign to fight cancer in association with the Indian Cancer Society. The campaign, which is led by Mumbai ka Sabse Bada Struggler – RJ Abhilash, aimed at raising 10 lakhs in support of the cause.
Through the concerted efforts of Abhilash and fans of his show, the entire amount has been collected already in a short span of less than a week. This will be donated to the Indian Cancer Society for the treatment and support of patients suffering from this terminal disease. On being coaxed by generous listeners and children wanting to see how radio works, RJ Abhilash invited ICS along with children battling cancer to the radio network’s Mumbai office for a meet and greet with select listeners. He also put a bright smile on the face of the children when he surprised them with his special guest, the critically acclaimed actor Tapsee Pannu.
Speaking on this campaign, RJ Abhilash said, “The city of Mumbai never ceases to surprise me, I thought it would be a task to garner such a huge amount, but I’m in awe of how little time it took to meet our goals. This is all thanks to my audience who have such a big heart. These children are going through a very difficult phase in their life and I wanted to help as much as I could with the support of Indian Cancer Society and Ketto.org. I’m just very happy I could do my bit to help society.”
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Commenting on the campaign, a BIG FM spokesperson said, “BIG FM has always tried to bring about a positive change in society, keeping in line with our new positioning of Dhun Badal Ke Toh Dekho. When RJ Abhilash approached us with details of his call with Shakti and his thought of supporting the Indian Cancer Society to raise funds, we readily agreed to back the idea with on-air and digital amplification. We at BIG FM believe in ‘Change starts with you’ and through this campaign tried to raise awareness on the struggles faced by families going through this deadly disease. The campaign has been very successful till date and we are happy and proud that we as a medium can entertain with a purpose.”
What started as a fun contest to call out the biggest struggles faced by Mumbaikars, turned into a heart-wrenching call from a seven-year-old child, Shakti who changed the face of the campaign. Shakti is suffering from cancer and had called to describe his father’s struggles. The disturbing call compelled RJ Abhilash to dig deeper into the story which led him to pledge support to this helpless child. RJ Abhilash joined the fight against Cancer by promising to raise 10 lakhs for the treatment of cancer patients to be donated to Indian Cancer Society.
The very empathetic RJ entertains the people of Mumbai in the evening drive time show which airs between 5 pm to 9 pm. Through his show and social media, he urged all Mumbaikars to join the pledge and come together to support people suffering from cancer. He also broke a few myths about cancer, explained the importance of awareness and precaution from experts of Indian Cancer Society.
