“Guard Your Angel – Meri Beti Meri Duty”
A unique initiative to create awareness about cervical cancer
New Delhi, June 30, 2012- “Guard Your Angel: Meri Beti Meri Duty” is an initiative by The Times of India and MSD Pharmaceuticals Ltd. which urges women to protect themselves and their daughters against cervical cancer – a disease that kills one woman every seven minutes in the country. Cervical Cancer is a bigger threat to life than breast cancer in India. This campaign is focused towards the mother – daughter relationship where she guards her daughter from this disease through regular check ups & vaccination.
A unique fashion walk was organized at DLF Emporio Mall on Saturday evening which saw bollywood celebrities and eminent personalities walking the ramp to create awareness for this cause and support this initiative. Women from diverse background enthusiastically participated in this fashion walk with their daughters and took a pledge to guard their daughters against cervical cancer.
Speaking about this initiative, Arunabh Das Sharma, President, The Times of India Group said, ”At Timesgroup we are committed to support women’s empowerment. Women’s health and disease prevention is a key part of this endeavour. The underlying thought behind ‘Guard Your Angel’ initiative is in tandem with this commitment. Women have an important role to play in India’s economic and social development and their participation in initiatives like ‘Guard Your Angel’ will go a long way in creating awareness about cervical cancer and make them better equipped to fight this disease.
Speaking on the occasion, Mr. K. G. Ananthakrishnan, Managing Director, MSD India said “We are proud today to launch Guard Your Angel, an initiative to create awareness on cervical cancer and its preventive options. Every year, almost 72,825 women die due to Cervical Cancer in India,1 which is more than one fourth of the world deaths due to Cervical Cancer and this is an effort from our side to help fight and reduce Cervical Cancer in India. This programme by MSD India is a national initiative and each year we hope to reach out to a larger section of people by urging all mothers to guard their Angels, their daughters against cervical cancer. Mothers are a key influence in the lives of their daughters and this initiative will help mother’s to assume a larger role for their wellness and better health”
“Guard Your Angel” is an innovative way to spread awareness about this cause. Fashion Design Council of India is proud to be associated with this initiative. I am confident that this initiative will create enough awareness and more and more women will take preventive steps to protect themselves against cervical cancer.” stated Sunil Sethi, President, Fashion Design Council of India.(FDCI)
Leading designers from FDCI Namrata Joshipura, Anju Modi and Poonam Bhagat showcased their collection. Queenie Singh showcased her exquisite jewellery line ‘Jewels By Queenie’ on this occasion. Queenie Singh is also creating a coffee table book to be shot by Vikram Bawa featuring all the celebrities supporting this cause.
“Guard Your Angel” is a fantastic initiative that creates awareness about a very serious threat. I would like to congratulate all participants for their contribution in spreading awareness about cervical cancer. This is a unique way to spread awareness using fashion as a platform as more and more women relate easily with fashion. I have known many glamorous women in my life who have suffered from cancer and I would like to make a positive contribution to create awareness and highlight the preventive steps women can take to guard themselves from cervical cancer.” said Queenie Singh.
“Guard Your Angel: Meri Beti Meri Duty” is an initiative by The Times of India and MSD Pharmaceuticals Ltd. and is supported by Fashion Design Council of India, ‘Jewels By Queenie’, 3rd Rock Entertainment and DLF Emporio.
For further information, please contact
Anand Iyer, Times Red Cell, Email: anand.iyer@timesgroup.com
