Archives June 2025

By-Dr. Govind Desai (Consultant Interventional Pulmonologist) at HCG Suchirayu Hospital, Hubli.

One of the deadliest assumptions about cancer is that “not everyone who smokes gets lung cancer, so it’s probably not that big a risk.”  It reflects an attitude that prevents people from acknowledging the risk.  While not every smoker is destined to develop cancer, there is no doubt that smoking is the major cause of lung cancer.  The association is not just a random observation, but a proven and established reality.

Unfortunately, disinformation continues to spread, particularly among young adults.  With more people beginning smoking or vaping at a young age, it is critical to convey the health hazards, without sugarcoating them.

How Smoking Affects Your Lungs

Every puff of cigarette smoke introduces a combination of toxic chemicals directly into the lungs.  These chemicals irritate and inflame the fragile lining of the airways.  Over time, this continual exposure destroys the cells, making it difficult for the lungs to function normally.

The true risk is in what these substances do at the cellular level.  They can modify the DNA of lung cells, leading them to develop improperly.  When this occurs, healthy tissue is replaced by malignant growth, which starts small, but spreads quickly, if not caught early.

Lung cancer is especially hazardous because it generally presents no visible symptoms in the early stages.  Many people misinterpret symptoms such as a persistent cough, or shortness of breath as seasonal triggers, or mild infections.  The disease may already be advanced by the time it is recognized, complicating treatment.

 A Common Myth: “Only Long-Term Smokers Get Lung Cancer”

 It is easy to assume that cancer affects only heavy or long-time smokers.  However, even light or occasional smoking can lead to future disease.  There is no ‘safe’ amount of tobacco consumption that can be evaluated. The damage to your lungs begins the instant toxic substances enter them.  While heavy and prolonged usage raises the risk, cancer can occur in anyone who is frequently exposed to tobacco smoke.

Besides, passive smoking—or being near other smokers—can induce risk.  Breathing in second-hand smoke is not safe.  It contains the same cancer-causing chemicals and produces similar, long-term effects as direct smoking does.

 Smoking and Its Effects Beyond the Lungs

While lung cancer is the disease most generally linked to smoking, the risks extend much beyond that.  Smoking can damage your immune system, decrease oxygen availability, and impede blood circulation.  It is also a major cause of mouth cancer, throat cancer, heart disease, and even stroke.

Smoking impacts young people’s stamina, respiratory capacity, and overall health.  It may appear harmless at first, but the body begins to accumulate damage quickly.  As people age, it becomes more difficult to heal and recover.

With the rise of vaping and e-cigarettes, many, particularly the youth, believe they are selecting a safer alternative.  Unfortunately, this idea is misguided.  Vapes still contain nicotine and other toxic compounds that can damage lung tissue and cause inflammation.  The long-term implications of these emerging variants of smoking are still being investigated, but early indications are not encouraging. Some flavoured vapes contain chemicals that are known to impair respiratory function.  Replacing cigarettes with vapes is not a solution; it merely swaps one type of risk for another.

The best thing about lung cancer induced by smoking is that it is mostly avoidable.  Quitting smoking—or never starting at all—can significantly lessen the risk of acquiring not only lung cancer, but a variety of other ailments.

Even if a person has been smoking for years, quitting can benefit.  The body begins to mend the instant you stop smoking.  The lungs progressively recover part of their lost capacity, and the risk of cancer begins to decrease.  The sooner one quits, the better the results. Chronic coughing, chest pain, unexpected weight loss, or difficulty breathing are all warning symptoms that should be promptly investigated by a doctor.

 Busting Myths, Protecting Your Health.

The unrealistic belief that “it won’t happen to me” keeps smokers addicted and puts their health at risk.  Cancer does not usually appear with blaring warnings.  Sometimes it begins quietly and continues quietly—until it’s too late.

If you smoke or are routinely exposed to tobacco smoke, it’s time to prioritize your lung health.  Consult a healthcare expert, have your lungs tested, and take the first step towards a smoke-free lifestyle.  It is never too early or too late to preserve your health.  If you have any doubts, consult a specialist today.  Your lungs will thank you for this.

Gurugram, 17th June 2025: In a bold stride toward humanizing its brand and amplifying its global narrative, Assurance Intl Limited proudly unveils AARON, its official Brand Ambassador – a symbol of strength, leadership, and purposeful innovation.

Inspired by the name’s traditional meanings, “Mountain of Strength” and “Bringer of Light”, AARON personifies the very core of what Assurance Intl stands for: integrity, leadership, and relentless progress. More than a mascot or figurehead, AARON is envisioned as the soul of the brand, representing Assurance’s evolving identity in a rapidly transforming industry.

“We didn’t just want a brand ambassador – we wanted a brand soul,” said Mukesh Sharma, CEO of Assurance Intl Limited. “AARON reflects who we are and where we’re headed: bold in ambition, clear in purpose, and deeply human in our approach. He’s not just here to be seen, but to lead, inspire, and stand tall for everything we believe in.”

Unlike conventional ambassadors, AARON is a movement in himself – a mindset and a message rolled into one. He reflects Assurance’s unwavering commitment to progress that is both purpose-driven and people-first.

Whether appearing in marketing campaigns, public events, or corporate engagements, AARON will be the recognizable face and voice of Assurance Intl’s global aspirations. His presence will embody the company’s mission of delivering trusted solutions with unmatched integrity and human connection.

“Rather than pitch, AARON inspires. He is not here to sell, but to lead with clarity, conviction, and character,” the statement adds.

With AARON by its side, Assurance Intl is not only preparing for the future – it is actively shaping it.

Mumbai, India | June 17, 2025 — In a country where music is not just entertainment but a way of life, Mastercard is turning up the volume. As India’s live music and performing arts scene experiences a dynamic resurgence, it is evolving beyond traditional genres to embrace a rich tapestry of artistic expression. The blend of Bollywood ballads, classical ragas, improv comedy, and diverse stage formats reflects a cultural renaissance that unites people across generations, languages, and geographies.

Tapping into that passion to create truly priceless moments and experiences for its millions of cardholders, Mastercard has entered a landmark collaboration with EVA Live, one of India’s premier live entertainment companies, to bring over 20 unforgettable performances to cities across India from October to December 2025.

The excitement kicks off on October 30 in Mumbai with global pop icon Enrique Iglesias, marking his return to India after 13 years. Fans can then enjoy soul-stirring performances from A.R. Rahman and high-energy sets from DJ Tiësto among other global stars. Each performance promises a vibrant celebration of rhythm, culture, and connection. For Mastercard cardholders, these are more than just performances—they are gateways to exclusive, once-in-a-lifetime experiences.

This marks Mastercard’s first-ever performing arts sponsorship asset in South Asia, and with exclusive rights in the payments category, the collaboration ensures cardholders enjoy unmatched access, visibility, and privileges throughout the series. It is available to Mastercard cardholders from India, Sri Lanka and Bangladesh and those willing to travel from other parts of the world.

Gautam Aggarwal, Division President, South Asia at Mastercard, said: “India’s love for entertainment—especially music—is unparalleled, deeply emotional, spiritual, and cultural. Mastercard’s collaboration with EVA Live is designed to create unforgettable moments that connect with people’s hearts and leave lasting memories. At the same time, it strengthens brand engagement and fuels the passion economy.”

A Symphony of Benefits for Mastercard Cardholders:

• Early access to tickets during presale
• A 10% discount post-presale
• Access to Mastercard’s signature Priceless Experiences, including artist meet-and-greets and exclusive Mastercard lounges
• Tickets can be purchased using all Mastercard cards – credit, debit, or pre-paid

Julie Nestor, Executive Vice President, Marketing & Communications, Asia Pacific, Mastercard, added, “Mastercard has built a powerful global legacy of connecting people to priceless possibilities—through our long-standing collaboration across a range of passion categories globally, including music and entertainment. This collaboration with EVA Live extends this legacy to India in a way that’s immersive, inclusive, and deeply rewarding for our cardholders.”

Deepak Chaudhary, Founder & Managing Director, EVA Live, said, “This seminal collaboration with Mastercard heralds a transformative era for live music in India. By synergistically combining our proven expertise in executing large-scale, impactful events with Mastercard’s expansive global footprint and unwavering commitment to delivering priceless experiences, we are poised to significantly elevate the national live music scene and cultivate deeper connections between fans and the artists they deeply admire.”

With more legendary artists to be announced, Mastercard is orchestrating a cultural movement—one that brings Indian fans closer to the entertainment they cherish.

To be part of these experiences, fans can purchase tickets using any Mastercard—credit, debit, or prepaid—issued globally. Explore exclusive experiences and benefits at www.priceless.com/music or apply for a Mastercard at specials.priceless.com.

Mastercard is a long-time supporter of the music industry. Building on its sponsorships of the GRAMMY Awards®, Latin GRAMMY Awards® and BRIT Awards, Mastercard has created countless innovative, inclusive Priceless Experiences connecting fans and artists. The brand even launched an album titled Priceless® through a collaboration centered on mentoring rising artists.

Pune, 17th May 2025: Courtyard by Marriott Pune Chakan is delighted to announce the appointment of Mr. Pravin Bhandigare as the Loss and Prevention Manager. With extensive experience in the hospitality industry, Mr. Pravin brings a dynamic approach to leadership, combining innovation with a strong focus on guest satisfaction.

Mr. Pravin Bhandigare

Coming from a commerce background, he brings over 23 years of valuable experience. Pravin have worked with various esteemed brands such as Taj SATS Mumbai, Courtyard Pune City Centre, Courtyard Hinjawadi Pune, DoubleTree by Hilton Pune, and Radisson Blu Hinjawadi Pune. Throughout his career, he has demonstrated exceptional expertise in loss and prevention operations, excelling in safety, security, and risk assessment while successfully managing day-to-day operations.

In his new role, Mr. Pravin will be responsible for overseeing all security operations, enhancing the guest experience, conducting thorough risk assessments, and ensuring compliance with regulatory standards. He is deeply committed to maintaining a secure environment while fostering a culture of vigilance and professionalism. Renowned for his passion for operational excellence and attention to detail, Mr. Pravin consistently strives to create safe and memorable experiences for both guests and team members.

Sharing his excitement about the new position, Mr. Pravin Bhandigare remarked, “It’s an honor to become part of the skilled team at LP and support the company’s strong commitment to safety. I’m eager to work closely with our enthusiastic departments and dedicated team members. Together, we will enhance operational standards and push the boundaries of safety performance. I am dedicated to creating a work environment where continuous growth and safety excellence go hand in hand.”

Courtyard by Marriott Pune Chakan warmly welcomes Mr. Pravin Bhandigare as the Loss and Prevention Manager and wishes him great success in his new role.

New Delhi, June 17, 2025 — Investors from the early-stage angel network JIIF have invested in a ₹350 crore fund for Atomic Capital, a newly launched consumer-focused venture capital firm. JIIF-affiliated angel investors alone contributed ₹26.5 crore to the fund.

This marks one of the largest collective bets by JIIF’s investors in the consumer VC space, underscoring rising conviction in India’s next wave of consumption, driven by digital-first brands, regional demand, and wellness-oriented products.

Commenting on the investment, Jeenendra Bhandari, Chairman, JIIF, said, “It is a proud moment to see JIIF members backing Atomic Capital’s first fund. Their investment aligns with our broader thesis of supporting category-defining, purpose-led startups. India’s consumer opportunity is massive and Atomic’s operating model is well positioned to unlock enduring brand value.”

Speaking on the investment Apoorv Gautam, Founder Atomic Capital said “We are delighted to have JIIF Angel members join us on our mission to empower the next generation of Indian entrepreneurs. Our approach is rooted in deep founder collaboration, strategic insight, and a relentless focus on capital-efficient scale. This investment signals strong alignment with this model and further strengthens our ability to partner with exceptional founders early in their journey”

Atomic Capital operates with an “Operating VC” approach, offering not just capital but also hands-on support in brand building, growth marketing, supply chain optimization, and leadership hiring.

In FY 2024–25, JIIF’s investor base deployed over ₹60 crore across more than 20 startups, spanning fintech, healthtech, AI, logistics, and consumer. The network now supports a portfolio of over 150 companies, further reinforcing its role as a key player in India’s early-stage startup ecosystem.

Atomic Capital’s launch comes at a time when India’s consumer market is at an inflection point. With the rise of digital commerce, growing aspirations in non-metro cities, and a maturing brand ecosystem, early-stage investors are increasingly betting on the next generation of Indian consumer startups.

This fundraise signals a shared vision between Atomic Capital and JIIF to build scalable, resilient consumer brands tailored to the evolving needs of Indian consumers.

INDIA, June 17, 2025 — Twilio (NYSE: TWLO), the customer engagement platform that drives real-time, personalised experiences for leading brands, today released its sixth annual State of Customer Engagement Report. Based on a global survey of more than 7,600 consumers and 600+ business leaders across 18 countries, including India, the report reveals a clear disconnect: while AI drives measurable returns, customer perception hasn’t caught up. A stubborn gap persists between what brands believe they are delivering and what customers actually experience.

Indian brands are personalising customer experiences with AI, but customers want consistency

India is seeing a significant surge in AI adoption to drive personalised customer experiences. Businesses are increasingly leveraging AI to analyse data, ensure consistent communication across channels, and meet evolving customer expectations. These efforts are paying off— almost 8 in 10 (79%) Indian consumers report spending more with brands that personalise their engagement, and an overwhelming 98% say they are more likely to buy when engagement is personalised in real-time. Additionally, a majority (90%) of Indian consumers believe personalisation is important, expecting brands to use it to provide relevant recommendations (71%), make shopping easier (66%), and boost confidence in brand legitimacy (65%).

Despite these positive indicators, customer sentiment is nuanced. Although 80% of Indian consumers say brands do a good or excellent job at personalisation, only 30% feel that engagement happens consistently. This highlights a clear opportunity for brands to transform one-off personalisation into always-on, individualised experiences.

This disconnect has real consequences. 70% of Indian consumers say they are ‘much more likely’ to purchase when engagement is personalised, and 88% will abandon a purchase if engagement feels impersonal. Conversely, an overwhelming 98% of Indian consumers are more likely to make purchases when engagements are personalised in real time, highlighting a major opportunity for brands to align automation with actual customer experience and drive higher conversions.

AI alone is not enough, Indians still expect a human fallback

Although AI acceptance is growing, Indian consumers still value human involvement and control in their brand interactions. 91% say it is important that AI-powered brand interactions feel human-like, and more than half (55%) want the ability to speak to a person if AI fails to resolve their issue effectively.

Transparency also matters. More than 7 in 10 (72%) of consumers want to know when they are communicating with AI, underscoring the need for brands to implement safeguards around visibility and control. Additionally, the majority (87%) of Indian consumers want to choose how brands communicate with them, rather than having AI agents automatically assume their preferences. This reflects a strong desire to retain control and autonomy over their brand interactions.

“Indian consumers are increasingly aware that while AI-powered personalisation influences buying behaviour, it is not a substitute for relevance, trust and human connection,” said Nicholas Kontopoulos, VP of Marketing, Asia Pacific & Japan at Twilio. “Indian brands are already leading the way, demonstrating a deep understanding of the importance of AI and excelling at delivering personalised experiences. As they continue to scale their use of AI, the next step is to move beyond basic personalisation to true individualisation, where every interaction feels timely, contextual, and humanised. This means putting transparency at the centre, respecting customer preferences, and using data to serve, not just sell. The brands that will lead in India’s next wave of growth are those that get this balance right by blending intelligent automation with authentic engagement to earn loyalty and drive long-term impact.”

The future of customer engagement is Individualisation and Trust

In a world where customer loyalty is harder to win — and easier to lose — businesses can no longer afford to treat trust and personalisation as optional. The 2025 State of Customer Engagement Report shows that basic personalisation no longer cuts it. The future of customer engagement lies in individualisation, built on customer interactions that are relevant, timely, tailored and trustworthy.

By investing in transparent, data-driven and AI-powered engagement strategies, brands in India can bridge the expectation gap, earn trust, deepen relationships and stand out in an increasingly competitive marketplace.

India, 17 June 2025:  Pocket Entertainment, the parent company behind Pocket FM, Pocket Toons, and Pocket Novel, has announced the elevation of Umesh Bude to Chief Technology Officer (CTO). Previously Senior Vice President of Engineering, Umesh will now spearhead the company’s technology vision, with a sharp focus on building the future of AI-powered storytelling.

Umesh Bude, Chief Technology Officer, Pocket Entertainment

As CTO, Umesh will lead the end-to-end tech strategy across all platforms under Pocket Entertainment, anchoring efforts to scale its global products through next-gen AI solutions. His mandate includes building seamless user experiences, advancing generative AI capabilities, and ensuring tech-led innovation across the board.

Commenting on his new role, Umesh Bude said, “It’s a privilege to take on this responsibility at such an exciting time for Pocket Entertainment. I look forward to driving the next wave of innovation, where technology and AI are not just enablers, but storytellers in their own right.”

Umesh Bude will continue reporting to Prateek Dixit as the company strengthens its position at the intersection of entertainment and technology.

“We are at a pivotal moment in our journey where technology and creativity are deeply intertwined. As we reimagine storytelling for the AI era, technology is the foundation,” said Prateek Dixit, Co-founder of Pocket Entertainment. “Umesh’s elevation is a reflection of our ambition to lead this transformation from the front. His leadership will be central to creating intelligent, emotionally aware experiences that push the boundaries of what storytelling can be.”

With close to two decades of experience across engineering, data science, and platform security, Umesh has been instrumental in scaling Pocket Entertainment’s tech stack from the ground up. Under his leadership, the company will continue to pioneer responsible and disruptive innovations in AI, turning technology into a creative force that empowers both our storytellers and audiences.

India, 17 June, 2025: Marking her debut as an entrepreneur, Bollywood actress Sanya Malhotra has partnered with Dr. Kunal Shah and Mr. Siddharth Shah, founders of Essenzaa Nutrition, a trusted name in clean-label wellness, to introduce BREE Matcha, a premium lifestyle brand inspired by the calm clarity and ritual of traditional Japanese tea culture.

BREE Matcha enters the Indian wellness space by combining ancient Japanese traditions with modern Indian lifestyles. The brand offers three signature products: Everyday Matcha, Ceremonial Matcha, and a Ceremonial Matcha Kit  (a combination of a chasen, bowl, spoon & matcha). Matcha is known to boost energy, enhance focus, and provide antioxidants for overall well-being without the caffeine crashes. Sourced directly from Kagoshima, Japan and crafted with Essenzaa’s experience of clean, clinically-backed formulations.

The idea took shape when Sanya first experienced matcha and adopted it as part of her daily routine, a moment of calm amidst constant movement. Meanwhile, Essenzaa Nutrition, a trusted name in clean-label wellness, was exploring functional superfoods that resonated with evolving consumer needs in India. A chance conversation turned into collaboration, and BREE Matcha was born, not just as a product, but as a lifestyle rooted in presence, balance, and clarity.

“At a time when everything feels urgent, BREE Matcha is my personal reminder to slow down and be intentional,” said Sanya Malhotra. “It’s a ritual I deeply believe in, and I’m extremely proud to be a part of something that  builds and supports natural energy and calm focus.”

With over 14 years of expertise, Essenzaa has established itself as a trusted partner in the global wellness industry, exporting to more than 23 countries across North America, Europe, Africa, and Asia. The company specializes in clinically backed formulations and offers a comprehensive range of services from product ideation to final delivery.

For Essenzaa founders, BREE Matcha represents a natural progression in their mission to bring purposeful, high-quality wellness solutions to Indian consumers. “We wanted to introduce a product that aligns with both health and lifestyle. BREE is not just about energy, it’s about how you choose to show up in your day,” said Dr. Kunal Shah.

“BREE Matcha is not just a beverage—it’s a movement towards conscious consumption and modern wellness,” says Siddharth Shah, Co-Founder of Essenzaa. “Our vision is to make matcha a part of everyday rituals for the new-age Indian consumer, blending ancient Japanese tradition with contemporary lifestyles.”

With its minimalist design language, transparent ingredient sourcing, and soulful positioning, BREE Matcha sets out to build more than a brand, it aims to create a movement toward intentional living. The products will be available on www.breematcha.com and Amazon.

As podcasting cements its place in mainstream culture, Podmasters 2025 rises as India’s ultimate stage for creators, storytellers, and brands—set to unfold on 20th June in Mumbai. Curated & Produced by Fever Live, this event is more than just a celebration; it’s a vital platform for recognizing excellence, nurturing collaboration, and shaping the future of podcasting in India.

The Podmasters 2025 Conclave promises a day of insightful discussions, masterclasses, and fireside chats featuring some of the biggest names in the industry. Confirmed attendees to make their presence felt include content powerhouses like Ganesh Prasad of Think School, Prajakta Koli, Rhea Chakraborty, Kamiya Jani, alongside industry leaders such as Unni Narayan, Head of Podcasts at Spotify India, Roshan Abbas, Co-founder of Kommune, and the charismatic Mantra Mugdh. The event will also feature a dedicated session for creators by YouTube India.

The awards ceremony, a glitzy gala, will honour trailblazing creators who have redefined the podcasting landscape across diverse categories. Reflecting on his win last year, Nikhil Taneja, Host of “Be A Mann Yarr!”, shared, “It was one of my podcasting career’s highlight to win the HT Podmaster’s Best Video Podcast Award in 2024! I’m so grateful and thrilled that HT Media has created such a respectable platform for the nascent podcasting industry, for both aspiring and established podcasters to have their moment in the sun. I’m so excited about the 2025 Awards, and am keeping my fingers crossed for a repeat success!”

Kamiya Jani also emphasized the importance of such recognition: “As a content creator, I’ve always believed in the power of storytelling, whether it’s on screen or through sound. It’s so heartening to see platforms like Fever Network come forward to recognise and uplift the voices behind podcasts. Podmasters 2025 is a beautiful reminder that conversations matter, and so do the people having them. Truly a much-needed celebration of storytellers in this format!”

Podmasters 2025 serves as a crucial catalyst for the growing Indian podcast industry, providing a space for creators, industry leaders, and brands to connect, exchange ideas, and chart the course for future growth and innovation. Ramesh Menon, CEO, Fever Network also talked about the initiative: “Podcasting in India is no longer niche—it’s the new media. With Podmasters 2025, we’re celebrating not just voices, but visionaries who are shaping this space. It’s a proud moment for us at HT Smartcast and Fever Network to bring the ecosystem together under one roof.

Pune(S.N): Paarakh presents authentic, real-life stories of customers navigating financial challenges, highlighting Piramal Finance’s commitment to fostering economic inclusion and empowering individuals and small businesses across Bharat. This initiative reinforces Piramal Finance’s mission to make financial awareness more accessible. By launching on OTT platforms, Piramal Finance aims to bring Paarakh to a wider audience across Maharashtra and beyond, offering viewers flexibility and convenience.

Arvind Iyer 

Rooted in the belief ‘Hum Kaagaz Se Zyada Neeyat Dekhte Hain,’ Paarakh highlights the inspiring financial journeys of individuals who have transformed their lives with the proper guidance. With its launch on OTT platforms, Piramal Finance hopes to reach an even wider audience, especially in Maharashtra, where the company has built strong connections.

One of the docuseries highlights the journey of Maharashtra’s Baliram Parde, an inspiring individual whose financial journey is made by Piramal Finance’s empathetic approach. Through his story, we explore individuals’ struggles when accessing financial support and how a human-centered approach can make all the difference.

Paarakh is live on JioHotstar and Sun NXT OTT platforms, connecting with a broader audience and amplifying the message of financial inclusion.

Arvind Iyer, Head of Marketing at Piramal Finance, shared, “Paarakh is more than just a series—it reflects our deep commitment to understanding our customers beyond the paperwork. It’s about recognizing their true intent and aspirations—seeing the humanity behind the numbers. These stories showcase real people who, despite facing adversity, take that crucial step towards financial empowerment and transform their dreams into reality.”

He continued, “With the launch of Paarakh on JioHotstar and Sun NXT, we can now share these inspiring stories with an even broader audience, especially in Tier 2 and Tier 3 markets like Maharashtra, where OTT viewership is rapidly growing. Paarakh redefines lending by showing that it’s not just about transactions but about empowering individuals to make a change for the better.”

Maharashtra ranks among Piramal Finance’s top five markets, playing a key role in the company’s retail AUM. Piramal Finance has served over 1,00,000 customers in the region, with a robust presence in 43 cities and 81 branches.

With over 514 branches across 13,000 pin codes, Piramal Finance serves more than 4.4 million customers nationwide, using innovative digital solutions to empower people with financial tools. The company offers a comprehensive portfolio, including home loans, small business loans, loans against property, used car loans, and unsecured loans—catering to individuals and small businesses in Maharashtra and beyond.