It was a facebook share by two leading lights in advertising, Bobby Pawar and Amit Akali, that caught our attention.
It was the story of Joyjit Deb, or JJ, as he's fondly called by his colleagues at work.
All of 23 years, JJ has been fighting cancer for the past year. With five sessions of radiation and 10 sessions of chemotherapy ahead, his family is in desperate need of funds so that his treatment can continue.
"Those of us who have been in the business for a while at times think about giving back to the industry that has given us so much. Well, the industry in this case are its people and it's to them we should give back to. I don't know Joyit, maybe I never will, but I owe him my support. I know many of my peers feel the same way," wrote Bobby Pawar, managing director and chief creative officer, Publicis Worldwide in an appeal on facebook.
"Here's an advertising person who is fighting for much more than layouts and logo sizes. The very least we can do is support him," said Amit Akali, managing partner and creative head, What's Your Problem.
People who have worked with Joyjit say that, "He's a ridiculously talented 3D artist."
An appeal posted by Malini Patnaik, a senior copywriter at JWT New Delhi, on crowdfunding site, Milaap, says "He was back at work by January 2017, while still on medication and meeting his doctors for follow-ups.
Last week, doctors said that the cancer was back and spreading fast. An emergency surgery was carried out to remove a tumour from his spine so that he could feel his legs again. But now, there's a lack of funds.
Each session of radiation costs Rs. 50,000 and a session of chemotherapy costs another Rs. 50,000. We're still waiting for funds so that his treatment can be taken forward.
To see our positive, ever-smiling friend in such a state is heart-wrenching. Your help in raising these funds for him will be invaluable not only to JJ and his family, but to all of us who have known him as a colleague or a friend."
To contribute to this cause: