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Breast cancer is one of the most common cancers in India affecting one in 28 women and it is also the leading cause of cancer-related deaths among women. Doctors of various healthcare institutions in Hyderabad say the lack of early detection of the disease is the main reason causing the death of women when they reach advanced stages of cancer. They have advised women to stay cautious of their health to ensure they do not neglect any cancerous symptoms. October is commemorated as 'Breast Cancer Awareness Month, and healthcare practitioners have appealed to the government to take necessary steps to spread awareness about this deadly disease even across rural areas. "Other than skin cancer, breast cancer is the most common cancer among women. Mammograms are the best way to find breast cancer early when it is easier to treat and before it is big enough to feel or cause symptoms. Where mammography facilities are not available, breast self-examination can be taught to the women so that cancers of at least 2-3 cm in size can be diagnosed," said Dr M. Jwala Srikala Consultant Radiologist, KIMS Hospital. According to her, even illiterate women also can test themselves at home by pressing their breasts gently with the middle three fingers and sense if any lumps are there. "They should immediately consult a doctor if they find any lump in the breast. Early detection leads to giving qualitative life to the patients," she said. Dr M Ravi <keyword id="179591" type="General" weightage="80" keywordseo="kumar-reddy" source="Orion">Kumar Reddy</keyword>, Consultant Surgical Oncologist, <keyword id="15290178" type="General" weightage="80" keywordseo="amor-hospitals" source="Orion">Amor Hospitals</keyword>, pointed out that one in every four cancer patients are a victim of breast cancer disease, and in terms of mortality, nearly 35 per cent of women die from this disease in India. "While the Asian average of these deaths is 34 per cent, the global average stands at 30 per cent, categorising this disease among the deadliest. This high mortality is due to late diagnosis of the ailment. Hence it is important that necessary steps are taken to spread awareness about this ailment, which will help save thousands of lives each year. While awareness and screening are the first steps, there is a need to take treatment closer to people to prolong survival and improve quality of life." Dr Suvarna Rai, Consultant Obstetrician &amp; Gynaecologist, SLG Hospitals, suggested that health departments, healthcare providers, educational institutions, and associations working in this space, all must come together to devise a strategy which will help enhance awareness of breast cancer disease. "It is important that young women are made aware of this deadly disease and they are taught means to detect it early. Unless such steps are taken on an urgent basis, breast cancer will spread in the country and we might lose more precious lives," he said. Dr <keyword id="15290177" type="General" weightage="80" keywordseo="santoshini-gowrishetty" source="Orion">Santoshini Gowrishetty</keyword>, Consultant Gynaecologist, Aware Gleneagles Global Hospital noted that breast cancer prevalence is fast growing in metro cities or in urban settings, and this is due to lifestyle changes witnessed in the cities. "Working women, due to their acquired habits or due to the stress, are falling prey to this deadly disease. The treatment of breast cancer is a complex procedure and requires a multidisciplinary approach. Tests to be conducted on breast cancer patients to administer advanced treatment protocols can only be done in a super speciality environment." Dr <keyword id="193690" type="General" weightage="80" keywordseo="venu-gopal" source="Orion">Venu Gopal</keyword>, General <keyword id="6382875" type="General" weightage="80" keywordseo="surgeon" source="Orion">Surgeon</keyword> and Managing Director, Century Hospital is of the view that women should take complete care of themselves in preventing any type of cancer, particularly breast cancer. "Drinking alcohol is clearly linked to an increased risk of breast cancer. The risk increases with the amount of alcohol consumed. Being overweight or obese after menopause also increases breast cancer risk. Women who have not had children or had their first child after age 30 have a slightly higher breast cancer risk overall. Having many pregnancies and becoming pregnant at a young age reduces breast cancer risk," he explained. Surgery is an integral part of the treatment when treated with curative intent, but the entire process is a costly affair. Insurance policies and central or state government-run schemes cover partly or only a few of these modalities, resulting in patients paying from their pockets or resorting to the approved protocols, even if it is over/under-treating them. Doctors opine that the policies and schemes need to be more welcoming and be periodically updated on par with the changing trends in the management of these cancers for more people to reap the benefits. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/international/news/new-york-citys-rat-infestation-spikes-by-70-in-two-years/articleshow/94936033.cms">New York City's rat infestation spikes by 70% in two years</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/india/news/new-covid-variant-omicron-subvariant-bq-1-all-you-need-to-know-about-this-variant/articleshow/94937342.cms">New Omicron subvariant detected in India - Here’s all you need to know about the new variants causing Covid 19</a>

Breast cancer: Lack of early detection killing thousands of women every year

<ul><li><keyword id="270001" type="COMPANY" weightage="20" keywordseo="Surf-Excel">Surf Excel</keyword>'s 'Daag Acche Hain' was a unique proposition from a detergent brand back in 2005 when all other brands were simply talking about how to get rid of 'ziddi daag'.</li><li>The first 'Daag Acche Hain' ad featuring two siblings was conceptualized by <keyword id="274876" type="PERSON" weightage="20" keywordseo="Lowe-Lintas">Lowe Lintas</keyword> and aimed at presenting a different proposition, in an attempt to stand out in the category.</li><li><keyword id="185767" type="PERSON" weightage="20" keywordseo="Arun-Iyer">Arun Iyer</keyword>, the brain behind the ad, shares some heart-warming anecdotes from the making of the campaign. </li></ul>Over the years, Surf Excel has evolved its communication with changing times. While in the eighties, it was the iconic Lalitaji educating people about the perks of buying the detergent with ‘Surf ki khreedari mein hai samajhdaari’, the brand later came up with ads like ‘Dhundhte reh jaoge’ and ‘Surf Excel hai na’, that spoke about what made the brand special and most effective. It was in 2005 that we were introduced to the cute siblings, one of who slips on a puddle, and the other, who then punishes the puddle for hurting his sister. That’s when Surf Excel’s ‘Daag Acche Hain’ came into being. The brand already had a campaign ‘Dirt is good’ running globally, and ‘Daag Acche Hain’ was an extension of this proposition, while Indianizing it. In India, the campaign was conceptualized by Lowe Lintas. We spoke to Arun Iyer, the brain behind the campaign on our latest episode of #BTSwithInsiders, to unearth some never-heard-before stories behind the ad and he did not disappoint. While the campaign was launched in 2005, the groundwork had been done in 2004, shares Iyer, who was working on Surf Excel since 2003. “At that point of time, we were trying out a bunch of things because the brand’s growth had stagnated. The competition was coming down heavily, Ariel was doubling down on India and there was a lot of stuff happening in the category at that point in time. At the same time, ‘Dirt is Good’ had been launched in Brazil and there were attempts to bring it to India in various forms but it didn’t really resonate with people here because in India, dirt isn’t necessarily a good thing,” he shares. In 2004-2005, <keyword id="521074" type="PERSON" weightage="20" keywordseo="Gopal-Vittal">Gopal Vittal</keyword>, who is now the CEO of Airtel, along with <keyword id="1557780" type="PERSON" weightage="20" keywordseo="Sudhir-Sitapati">Sudhir Sitapati</keyword>, Executive Director, Foods &amp; Refreshment, Hindustan Unilever Limited, were a part of the brand. It was Vittal who said that talking about values could work because mothers want to instill values in children. “It is also during this time that children stop sharing what’s going on in their lives with their mothers.When they come back home, the stories are actually carried by the stains. You can make out what’s transpired through the stains. We realized that behind every stain there’s a beautiful story and that was the starting point,” says Iyer. However, it still took the team sometime to come up with the perfect story. “We came up with alot of stories until one day, it was around 8 pm when Preeti Nair, <keyword id="72976" type="PERSON" weightage="20" keywordseo="R-Balki">R Balki</keyword> and I were sitting together in Balki’s office and there was this moment. Its classical, how we hit a table if I kid gets hurt by it. We reassure a child saying we will punish the table for what it has done to him. It’s a very innocent thing that people do and that was the behavioral insight we picked up. We thought why don’t we do this with stains? So this is how the story panned out,” he revealed. Once the idea struck, the creative team decided to share it almost immediately with the brand. “It was at 10:30 at night and Gopal was at a dinner with his team at Olive in Bandra. And Balki and I called him and told him we are coming there. The meeting was supposed to happen the next morning at 8 am but we drove down to Bandra at night and shared the script with him. Then Sudhir came over, we did a bit of research and that’s how the campaign saw the light of the day,” added Iyer. The film was directed by <keyword id="1874192" type="PERSON" weightage="20" keywordseo="abhinay-dev">Abhinay Dev</keyword> and was shot by Hemant Chaturvedi in Ooty, and there was a reason for choosing the venue too. “In India, too much dirt is considered a bad thing. Too much interaction with dirt can lead to illnesses and that’s not something mothers are generally comfortable with. So we said it should be a place where even if you get dirty, it feels clean. A very innocent thought was, where was the place where if you dropped a chocolate, you could simply pick it up and eat it. That’s when Ooty came to our mind,” shared Iyer. However, in Ooty, for a child to play with a puddle full of water in the cold weather was a big challenge. The team had to think around this problem and they came up with an innovative solution. “While we were shooting there, it was really cold, muggy and was even raining a little. The shoot kept getting interrupted. And this was for the first time that the boy was acting in anything, and since it was really cold, he couldn’t take it after a point. So we devised a strategy and put hot water in the puddle. What happened after that was quite fascinating. After that, he just did not want to come out of the puddle because it was so warm and cozy in there,” laughs Iyer. It was perhaps this ad that helped the brand stand out in the category because while every other player was talking about how to get rid of stains, here was a brand saying something quite the opposite, that stains are good. And it has worked well for the brand as that still remains the brand’s core proposition and we have seen many more gems from the brand’s stable on similar lines over the years.

#BTSwithInsiders: Arun Iyer on how Surf Excel’s ‘Daag Acche Hain’ came into being

The legendary Mahendra Singh Dhoni will be in the spotlight in what could be his final game at the iconic <keyword id="19921339" type="General" weightage="20" keywordseo="Wankhede-Stadium" source="keywords" meta.keywordsubtype="org" meta.entityname="Wankhede Stadium" meta.hostid="261" meta.entityid="Wankhede Stadium">Wankhede Stadium</keyword> when defending champions Chennai Super Kings take on Mumbai Indians in the Indian Premier League here on Sunday. Dhoni returns to the hallowed turf of Wankhede for the first time ever as a non-captain of the <keyword id="19896464" type="General" weightage="20" keywordseo="CSK" source="keywords" meta.keywordsubtype="org" meta.entityname="CSK" meta.hostid="261" meta.entityid="CSK">CSK</keyword>, potentially in his last <keyword id="19906063" type="General" weightage="20" keywordseo="IPL" source="keywords">IPL</keyword> season. It will also be his first appearance as just a player for any team since November 2005. Even at 42, Dhoni's glove-work remains impeccable and so does his assessment of the game like always. But CSK will hope that his tactical acumen also helps them improve a dismal away record this season, having suffered two defeats on the road. CSK would also hope their recent record against <keyword id="20950501" type="General" weightage="20" keywordseo="MI" source="keywords" meta.keywordsubtype="org" meta.entityname="MI" meta.hostid="261" meta.entityid="MI">MI</keyword> - four wins in last five matches including their seven-wicket win here last season - holds them in good stead. Two of IPL's most successful teams with five titles each, both sides are witnessing a tectonic shift of leadership change with Hardik Pandya taking over the mantle from Rohit Sharma at MI and Ruturaj Gaikwad succeeding Dhoni at CSK, but there is nothing that suggests their intense rivalry would expect any such shift. If anything, CSK's bowlers could be put to sword by the rampaging MI batters who have gone hammer and tongs at the flat pitches here, scoring in excess of 230 against Delhi Capitals and chasing down nearly 200 against Royal Challengers Bengaluru with more than four overs to spare. Pandya's MI have found their footing after a jittery start. Their batters have done well in the last two outings and Suryakumar Yadav's 17-ball fifty against RCB provides an ominous sign to CSK bowlers, who have shown mastery on slow, turning pitches at the Chepauk but remain untested on flat, batting-friendly surfaces. Ishan Kishan (161 runs) and Rohit's opening stand would thus be crucial in the scheme of things but CSK would also have a lot of assurance with their own batting. Skipper Gaikwad may not be a marauder with the bat but he can be the silent enforcer in the CSK line-up, which has the exuberance of Rachin Ravindra at the top, sturdiness of Daryl Mitchell in the middle and explosiveness of Shivam Dube (176 runs), Ravindra Jadeja and Dhoni in the death overs. CSK would also be aware that seeing off the dexterous Jasprit Bumrah (10 wickets) and going after the rest of the MI bowling would be the key, since the others have given away runs at alarming rate while struggling with their line and lengths on placid surfaces. Despite Bumrah's five-wicket haul, MI leaked runs at a high rate to allow RCB get closer to the 200-run mark here a few nights ago. A lot will be riding on Shardul Thakur and Tushar Deshpande for CSK, who both return to their home ground, but Mustafizur Rahman (9 wickets) and the wily Jadeja would be the ones to watch out for given their recent exploits. On their part, teams say "we want to get as many runs as possible" but by the look of it, scores around 220-230 while batting first could be the best way possible to ensure an upperhand at this venue. Teams (from): Mumbai Indians: Hardik Pandya (c), Rohit Sharma, Suryakumar Yadav, Dewald Brevis, Jasprit Bumrah, Piyush Chawla, Gerald Coetzee, Tim David, Shreyas Gopal, Ishan Kishan (wk), Anshul Kamboj, Kumar Kartikeya, Akash Madhwal, Kwena Maphaka, Mohammad Nabi, Shams Mulani, Naman Dhir, Shivalik Sharma, Romario Shepherd, Arjun Tendulkar, Nuwan Thushara, Tilak Varma, Vishnu Vinod, Nehal Wadhera, Luke Wood. Chennai Super Kings: <keyword id="19899524" type="General" weightage="20" keywordseo="MS-Dhoni" source="keywords">MS Dhoni</keyword> (wk), Aravelly Avanish (wk), Devon Conway, Ruturaj Gaikwad (c), Ajinkya Rahane, Shaik Rasheed, Moeen Ali, Shivam Dube, RS Hangargekar, Ravindra Jadeja, Ajay Jadav Mandal, Daryl Mitchell, Rachin Ravindra, Mitchell Santner, Nishant Sindhu, Deepak Chahar, Tushar Deshpande, Mukesh Choudhary, Mustafizur Rahman, Matheesha Pathirana, Simarjeet Singh, Prashant Solanki, Shardul Thakur, Maheesh Theekshana, Sameer Rizvi. Match starts 7:30PM IST. SEE ALSO:<a href="https://www.businessinsider.in/business/telecom/news/telecom-companies-may-hike-tariffs-by-up-to-17-after-the-general-elections-as-per-analysts/articleshow/109240274.cms" target="_blank"></a> <a href="https://www.businessinsider.in/business/telecom/news/telecom-companies-may-hike-tariffs-by-up-to-17-after-the-general-elections-as-per-analysts/articleshow/109240274.cms" target="_blank">Telecom companies may hike tariffs by up to 17% after the general elections, predict analysts</a><a href="https://www.businessinsider.in/business/auto/news/ather-rizta-vs-tvs-iqube-which-family-scooter-should-you-buy/articleshow/109233645.cms" target="_blank"></a> <a href="https://www.businessinsider.in/business/auto/news/ather-rizta-vs-tvs-iqube-which-family-scooter-should-you-buy/articleshow/109233645.cms" target="_blank">Ather Rizta vs TVS iQube – Which family scooter should you buy?</a><a href="https://www.businessinsider.in/tech/news/playstation-5-is-now-available-at-a-discount-of-10000-for-a-limited-period/articleshow/109183034.cms" target="_blank"></a> <a href="https://www.businessinsider.in/tech/news/playstation-5-is-now-available-at-a-discount-of-10000-for-a-limited-period/articleshow/109183034.cms" target="_blank">PlayStation 5 is now available at a discount of ₹10,000 for a limited period</a>

MS Dhoni in spotlight as CSK and MI resume rivalry in new era

A two-day workshop organised by the <a href="http://www.businessinsider.in/RSS-supports-gay-sex-homosexuality/articleshow/51453021.cms">RSS</a> in Delhi saw participation from over 721 academicians and experts, including 51 Vice Chancellors of various central and state universities. 
 
The theme of the workshop was to brainstorm over how to make Indian education more oriented towards ‘Bharatiya perspectives’. 
 
Also read: <a href="http://www.businessinsider.in/IISc-Bengaluru-ranks-6th-in-top-50-BRICS-universities/articleshow/53297784.cms">India has eight universities in the top 50 list of BRICS nations</a> 
 The workshop, titled <keyword id="2662128" type="UNKNOWN" weightage="20" keywordseo="Gyan-Sangam">Gyan Sangam</keyword>, was organised over the 25th-26th March weekend, and was held by the RSS-backed initiative called <keyword id="4343866" type="UNKNOWN" weightage="20" keywordseo="Prajna-Pravah">Prajna Pravah</keyword>. 
 On Sunday, the main speaker of the workshop was <keyword id="42702" type="PERSON" weightage="20" keywordseo="Mohan-Bhagwat">Mohan Bhagwat</keyword>, the chief of <keyword id="42498" type="COMPANY" weightage="20" keywordseo="RSS">RSS</keyword>, and senior RSS functionaries Sahkarvayah Krishna Gopal and Suresh Soni were also present at the workshop venue in the national capital. 
 
Also read: <a href="http://www.businessinsider.in/Party-must-work-like-Apple-and-not-RSS-Rahul-Gandhi/articleshow/49046082.cms">Party must work like Apple and not RSS: Rahul Gandhi</a> 
 
Bhagwat spoke about “non-governmental and autonomous Indic thinking," and said, "This is not the alternative but the real attempt to develop a Bharatiya perspective.” 
 
Also read: <a href="http://www.businessinsider.in/fact-checking-rss-ideologue-s-gurumurthys-claims-on-demonetisation/articleshow/56337038.cms">Fact Checking: RSS ideologue S Gurumurthy’s claims on demonetisation</a> 
 
"Our education was marked with the absence of Indian-ness. The centre of gravity of our education system shifted towards the west,” said J Nandakumar, the head of Pranja Pravah. He added that the event was held so that ways to bring the centre of gravity back to Indic thinking could be brainstormed. 
 
Also read: <a href="http://www.businessinsider.in/Mark-Zuckerberg-leads-50-million-investment-in-Indian-education-startup/articleshow/54202329.cms">Mark Zuckerberg leads $50 million investment in Indian education startup</a> 
 
In the coming days, events like this would be held in various other states in India. 
 
(Image source: Vishwa Samvada Kendra)

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Breast cancer: Lack of early detection killing thousands of women every year

IANS

#BTSwithInsiders: Arun Iyer on how Surf Excel’s ‘Daag Acche Hain’ came into being

Samarpita Banerjee

MS Dhoni in spotlight as CSK and MI resume rivalry in new era

PTI

Over 700 academicians were a part of RSS workshop on making education more ‘Indian’

BI India Bureau

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