Actor-fitness enthusiast Milind Soman, who is set to host the adventure reality show "I Can You Can", hopes it will encourage viewers to quit smoking.
Video-on-demand platform Viu will launch the anti-smoking initiative, in association with Cipla and National Geographic Channel, on Sunday, read a statement.
"Hosting 'I Can, You Can' was an exhilarating experience for me. We shot some breathtaking sequences in the unexplored terrains on our way to the Everest Camp. I have been a chainsmoker in the past and I could relate to what the contestants of the show have been through," Milind said in a statement.
"I think when something is so easily accessible and addictive, it just makes it tougher to put a stop to it. I hope with this show, viewers will realize how important a healthy lifestyle is and be encouraged to kick the butt," he added.
The "I Can, You Can" series, comprising six episodes, will showcase a journey of six people, including three who want to quit smoking and three who have already succeeded in quitting. It is produced by BBC, India.