At an event held at Taj Bengal in Kolkata, Bengali actor, supporter of Tata Medical Center and ‘King of Dils’ - Dev  pledged his support to the cause of cancer by joining the campaign along with Shri Dinesh Trivedi, Member of Parliament and Shri Anjan Chatterjee, Entrepreneur son of Kolkata, among others.

As part of this pledge, these eminent Kolkata residents will run the campaigns ‘Dil Sey Deejiye Dus Rupayyey’ and ‘Dil Sey Deejiye Sau Rupayyey’ at their respective stores encouraging their customers to donate Rs. 10 to 100 or more with every purchase, towards the treatment of underprivileged cancer patients at the Tata Medical Center.
 
Geeta Gopalakrishnan, Honorary Director – Donor Relationships, Tata Medical Center, said, “After a successful ‘Dil Sey’ launch and overwhelming response from Mumbai, we extended the initiative to Kolkata - the city of joy. We believe the joy of giving from the heart is the soul of the ‘Dil Sey Deejiye’ campaign and every contribution from the Kolkatans, big or small, will make a difference! We, at the Tata Medical Center, would like to thank, Dil Sey, the big hearts of Kolkata for joining our movement to help the underprivileged fight cancer.”
 
The Tata Medical Center has treated over 45,000 cancer patients. 

The ‘Dil Sey Deejiye’ campaign was launched in Mumbai in July. 

Krishna Mehta the well-known fashion designer hosted the Mumbai Dil Sey launch at the stores Marine Lines outlet. 

The launch received tremendous response from people encouraging Tata Medical Center to take this powerful fund raising campaign across Kolkata.
 
“The campaign is an effort to connect back to the raison d'etre of the Tata Medical Center, Kolkata. It was set up by the Tata group and inaugurated by Mr. Tata in 2011 in response to the fact that the highest number of certain cancers come from Eastern India. Close to half of the beds at this world-class, not-for-profit hospital, are reserved for the treatment of the underprivileged. Several well-wishers — from India and abroad, individuals as well as corporate entities — have contributed to this noble cause. But the hospital requires a lot more support for greater benefits to accrue for cancer patients and those who have to care for them. Through the ‘Dil Sey Deejiye’ campaign, we urge supporters to join us in our efforts to lend a compassionate and uplifting hand to the not-so-fortunate suffering from this disease,” Gopala Krishnan further added.