Ekta Kapoor Show adopts social cause

By Hindustan Times

Mumbai, Jan. 12 -- Ekta Kapoor has taken up a cause. Over the next few weeks, the producer will be using her TV show, Bade Acche Lagte Hain, as a tool to spread awareness about breast cancer. Highlighting the illness, Ekta will kick off a three weeklong emotional track as part of the big-ticket TV show starring Ram Kapoor and Sakshi Tanwar.

"As a woman, it's an important initiative. We have such a large population and TV reaches out to so many people. So clearly, a lot of knowledge can reach viewers through the small screen," says Ekta.

Interestingly, her 'awareness' plan will also bring the on-screen couple closer. "The track will concern just the hero and heroine. We are going to use this to hit the highest dramatic point in the show. It will either start by the end of this week or some time next week," she says, adding that it's not only the TRPs that matter.

"As a professional, I will chase TRPs, but I would be worth nothing if I don't use my position or ability to reach out to so many people for good. It's an initiative I have taken up late, but definitely, I shouldn't back out now." Ask Ekta what really prompted her to take up the cause and she says, "A lot of women, in general, have been talking about it. Let's just say that I have realised the importance of regular check-ups."

The Dirty Picture producer also adds that if diagnosed well in advance, breast cancer can be controlled and treated. Due to lack of knowledge and awareness, many people discover it late. "It's our responsibility to make women and audiences from various walks of, aware of its dangers," she says.

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