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MUMBAI: Bollywood hunk and ex-supermodel Milind Soman has always been associated with Pinkathon’s cancer initiative. A self-confessed fitness junkie, the man always tries to incorporate fitness with a social cause message. This time around too, Milind has roped in several B’town friends to support him in his quest.

At an event by the Women’s Cancer Initiative, we spotted Milind Soman and Soha Ali Khan, doing their bit to promote cancer awareness among women. Milind channeled his inner marathon-runner style and chose to wear a grey shirt and trousers, with aviator sunglasses and a coarse 3-day stubble. Soha donned a peach blazer, a matching blouse and jeans; a very chic sartorial statement. Also present was Deveika Bhojwani from the Women’s Cancer Initiative.

The trio was seen presenting a donation cheque of Rs one lakh for the Women’s Cancer Initiative on behalf of Pinkathon 2012 in Mumbai on December 08th. Soha was even seen dancing at the event onstage with a group of young teenagers.

Milind has been at the forefront of Pinkathon’s initiative, frequently tweeting about the importance for women to get checked yearly for cancer. Along with RJ Mallishka, he has spread the message far and wide with his informative tweets. Sample these: “13th dec is the last date to sign up for @pinkathon2012 10k, 5k, 3k run on dec 16th – so women, run for your lives – help fight cancer!”

And another, “YESTERDAY, some amazing people ran a combined distance of 200 km at High Street Pheonix, in support of @pinkathon2012 !!!!! #ThankYou.”

With such a handsome, eligible, convincing man urging women to be cancer aware, we hope the message gets conveyed; and that women take the first step in taking care of themselves. And that more women start “obsessing about the right things”, as Milind puts it.