Cancer treatment in India is beyond the financial reach of most common people. While HDFC Mutual Funds doesn't know much about cancer they do know money. The solution seemed obvious, … read moreleverage HDFC Mutual Fund's investment expertise to raise money for this cause. Thus was born the HDFC Debt Fund for Cancer Cure Fund, a capital protected, closed ended debt fund that let's investors pledge either half, or all, of their returns towards funding the treatment of underprivileged cancer patients through the Indian Cancer Society.
But the question remained, how do you get savvy investors emotionally invested in the issue so that their money follows? Publicis India found the answer in a tragic truth. Far too many people in India commit suicide by cancer. It's not that they wish to, but when you have little money you have just two choices. Do you bet your family's savings on your treatment, which may or may not work? Or, do you leave it for what it was intended, securing the future of your family? Nobody should have to face this cruel choice. This film ran in theatres that are in rich neighbourhoods of major cities.
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