Singer Javed Ali launched Aditya Birla Hospital’s cancer awareness campaign – “UMMEED”
Thursday, 8th June, 2017, Pune: Renowned singer Javed Ali launched Aditya Birla Memorial Hospital’s, cancer awareness campaign “UMMEED”. Conceptualized by Mind Frame India Advertising & Creative Communications (P) Ltd and produced by its in-house production Mind Frame Motion Pictures, “Ummeed” is an emotionally beautiful song, shot aesthetically by its writer, director Shahnawaz Ali. The “Ummeed” video stages the journey of a cancer victim from no hope of living to getting detected early & eventually getting cured. Renowned Bollywood Singer Javed Ali is the face and the Brand Ambassador of Aditya Birla Hospital’s “UMMEED” Campaign. Also first time ever Javed Ali has composed the music of a song himself along with lending his versatile voice to the video Ummeed.
“It is an honour and privilege to associate with Aditya Birla Memorial Hospital for their noble initiative of creating awareness about early detection and treatment of Cancer. Ummeed means hope and it is all a person or a family clings on to when any of our loved ones are affected with any kind of a dreaded disease. Also nothing but hope is what keeps a person’s journey in life moving. I think this song will touch that emotional chord with everyone and bring a ray of hope in their lives”, shared Singer Javed Ali.
“Ummeed Campaign” is a direct result of the visionary Late. Shree Aditya Birla who not only wanted to spread awareness & education but also wanted to create world-‐class facilities and provide utmost patient care for those who are affected by this disease. Maharashtra’s first Joint Commission International (JCI), USA and NABH Accredited Hospital, Aditya Birla Memorial Hospital (ABMH) recently launched Pune’s most advanced comprehensive cancer care center. This is Mrs Rajshree Birla’s vision and a humble, genuine attempt to carry out this awareness initiative. This vision has been well executed by its CEO Ms. Rekha Dubey, who has been a driving force for more than a decade to make the hospital one of the most leading names with the highest repute in the country. Now with the “UMMEED Campaign” she is taking this awareness drive to a pan India level to help people from the remotest area get access to the latest cancer diagnosis & treatment facilities at Aditya Birla Memorial Hospital, Chincwad, Pune.
“India has seen significant improvements in cancer care over the last decade though it still remains one of the most dreaded ailments which instantly trigger a situation where the shadow of death becomes a constant companion. Cancer care in India is characterized by high incidence, late detection, lack of access to quality affordable care to majority of the populace and hence high mortality. In India, particularly due to lack of awareness & education about cancer in many cases people assume that they are nearing their end which is a myth and a false notion due to fear of this word cancer. Our Ummeed Campaign is represented in a form of a story-based song. Ummeed not only helps cancer affected patients understand that cancer in many cases is curable if detected early but also helps in clearing misconceptions that shying away & hiding this disease will only help the disease spread rather than getting cured. The viewers will not only enjoy this melodious song which has been beautifully composed and sung by Singer Javed Ali, but would connect with it and further join our endeavour of spreading the word to save a life”, shared Ms. Rekha Dubey, CEO, Aditya Birla Memorial Hospital.
“We wanted to tell the story in the most believable and human way based on true patient experience. We also wanted to ensure that the emotional aspect of the story line gets conveyed and touches the audience through the brand tenets of Aditya Birla Hospital and the true and honest essence of the campaign. Thus we ended up creating a shot film which would be easily memorized and get connected” said Mr, Shahnawaz Ali, Creative Marketing Director, Writer & Film Maker, Mind Frame India. “UMMEED is a unique campaign which is close to the heart of each and everyone involved & associated with it. It showcases a strong and emotional message which would resonate in a viewers mind once they see the song”
