In the seemingly ordinary rhythms of daily life——a casual paan, a quick cigarette break—many unknowingly take the first step on a perilous path. For countless families across India, these everyday habits often culminate in the life-altering diagnosis of oral cancer. It’s a deeply personal and often overlooked struggle, one that echoes through households, communities, and generations. In a powerful step towards changing this narrative, Apollo Hospitals Navi Mumbai (AHNM) has launched the #IPromise campaign, a heartfelt and urgent health initiative marking World No Tobacco Day, aimed at early detection and prevention of oral cancer.
India, home to nearly a third of the world’s oral cancer cases, is at the epicenter of a growing health crisis. Each year, approximately 77,000 people are diagnosed with oral cancer in the country, and tragically, 52,000 lives are lost. With a survival rate of just 50%, these numbers reflect not just a medical emergency, but a public health wake-up call. As recent findings from the Household Consumption Expenditure Survey (2022–23) reveal, spending on paan, tobacco, and intoxicants is on the rise—an alarming trend across both urban and rural India.
Against this backdrop, AHNM’s #IPromise Oral Cancer Screening Program has emerged as a beacon of hope. Designed as a proactive intervention, the initiative focuses on routine oral screenings, community education, and targeted outreach, particularly for individuals in high-risk groups such as tobacco and alcohol users. The screenings involve a comprehensive visual and tactile oral examination performed by trained oncologists, looking for signs like persistent ulcers, red or white patches, lumps, or non-healing sores—many of which are easily missed.
“Tobacco users are 6 to 7 times more likely to develop oral cancer than non-users. Oral cancer is one of the few cancers that can be detected early through a simple oral examination. With this program, our goal is to detect cases early—before it’s too late,” said Dr Anil Dcruz, Director Oncology & Sr. Head & Neck Onco Surgeon at AHNM.
A unique aspect of the program is its collaborative model. AHNM has joined hands with local community groups and corporate partners to create a support system that addresses not just the physical, but also the emotional and mental health aspects of addiction. The campaign also shines a light on under-resourced communities, where the combined use of smokeless tobacco, betel nut, and alcohol is prevalent, and access to preventive care is scarce. Alarmingly, the disease is now being detected in younger age groups, especially individuals aged 31–50, where poor nutrition often compounds the risk.
“Our objective is to foster a culture of preventive healthcare. Oral cancer is highly treatable when detected early. We urge everyone over 30, especially tobacco users, to undergo screening,” emphasized Dr Dcruz.
More than just a hospital-led campaign, #IPromise is a call to conscience—an invitation for individuals to pause and reflect on the long-term consequences of short-term habits. It’s also a reminder that the battle against cancer begins not in the operating room, but in the choices we make every day.
“This initiative represents Apollo’s leadership in holistic oncology care. Our mission goes beyond treatment—we aim to equip individuals with the tools and knowledge to take control of their health. Our engagement with the local community and our corporate partners is crucial to drive awareness for early screening. With this campaign, AHNM calls on tobacco users to re-evaluate the true cost of their habits—not just in terms of health, but also emotional well-being. The campaign reinforces the value of early detection and long-term lifestyle change as the most powerful tools for prevention,” said Mr Arunesh Punetha, Regional CEO – Western Region, Apollo Hospitals.
As the nation observes World No Tobacco Day, AHNM’s #IPromise campaign stands as a powerful testament to what healthcare can achieve when it moves beyond hospital walls. It’s not just a program—it’s a promise of hope, health, and a future free from the shadow of preventable disease.
