Today in New Delhi, India
Dec 13, 2018-Thursday
-°C
New Delhi
  • Humidity
    -
  • Wind
    -

Top stars take on cancer

Zoya Akhtar isn’t keeping well, but she’s managed to make time to speak about her latest project.

entertainment Updated: Jul 06, 2012 18:14 IST
Shweta Mehta
Shweta Mehta
Hindustan Times
Hindustan Times,Zoya Akhtar,Ogaan Cancer Foundation
Director-Zoya-Akhtar-in-a-casual-look-arrives-for-the-screening

Zoya Akhtar isn’t keeping well, but she’s managed to make time to speak about her latest project. Titled Because My World Is Not The Same… the Public Service Awareness (PSA) commercial she’s shot for Ogaan Cancer Foundation is going on air next week.



In four different cuts of varying lengths, the director got Farhan Akhtar, Ranbir Kapoor, Arjun Rampal, Shahid Kapoor and Abhay Deol to pledge their support for breast cancer awareness. And they aren’t talking facts and statistics like you’d expect from a PSA. They’re only professing their love for the women in their lives.



“I wanted to do it with guys because I believe cancer isn’t gender-specific. If breast cancer affects women, there’s prostate cancer that affects men. But that doesn’t mean anything. If a person in your family has cancer, everyone is on that journey with them and is just as affected,” explains Zoya.



The rushes of the black and white TV commercials show the actors discussing the power of women in their lives. Ranbir Kapoor flashes a grin as he signs off, saying, “My world is not the same without you.” For Zoya, shooting this was quite simple: “I just put them into a large, box-like constructed area, facing the camera. They could hear my voice, and I interviewed each of them for about 20 minutes. There was no script.”



The PSA is going to be aired on TV and even posted online. “We didn’t include facts and figures because even a gynaecologist can give them to you. With this video, we were hoping for something timeless. You can watch this 10 years later and it’d still be relevant,” smiles Zoya. Will she have a long-term association with the campaign? She says. “In a year or two, we can do an extension. People want to give their time. None of the actors needed persuasion.”

First Published: Jul 05, 2012 20:32 IST