Mumbai: Medanta, one of India’s leading super-speciality hospitals and ranked the Best Private Hospital in India by Newsweek for six consecutive years – has launched a powerful awareness film on International Men’s Day to initiate open conversations around prostate cancer, the second most common cancer among Indian men.
As part of the next chapter of its year-long cancer awareness movement, ‘Jaanta Hai Medanta’, the initiative urges men to prioritise their health and break their silence with the message: “Socho Mat, Baat Karo.” The campaign focuses on men aged 55+, and those aged 45+ with a family history of cancer, encouraging them to seek early consultation with urologists. It also highlights the role of robotic surgery as a transformative advancement in prostate cancer treatment.
The newly launched film, titled ‘Papa & GPT’, is a 3-minute 1-second narrative featuring an elderly man and his daughter. Despite their close bond, the father hesitates to discuss his health concerns, turning instead to AI search engines. When his daughter discovers this, she reassures him, emphasising that there is no shame in speaking about one’s health. The film underscores Medanta’s mission to eliminate stigma, foster dialogue, and promote timely screening for prostate cancer.
This marks the second chapter of “Jaanta Hai Medanta,” following its breast cancer awareness drive. The movement advocates for a simple yet urgent call to action: “SPEAK UP. SHOW UP. SPREAD THE WORD.”
Speaking about the initiative, Dr. Naresh Trehan, Chairman & Managing Director, Medanta, said, “At Medanta, we aim to care for patients with empathy and innovation. Our initiative goes beyond clinical solutions and addresses emotional barriers by creating awareness, breaking stigma, and inspiring preventive action, while also educating people about advanced treatment options. Through this movement, we continue our mission to make every individual aware and responsible for their health, while ensuring accessibility and inclusivity. Together, these efforts reflect our commitment to transforming awareness into action — one conversation at a time.”
The campaign stresses the importance of recognizing early symptoms such as difficulty urinating, blood in urine or semen, erectile dysfunction, or unexplained pain. It also educates men on the heightened risks posed by smoking and obesity. By spotlighting robotic surgery, Medanta highlights how advanced technology enables high precision, minimal side effects, faster recovery, and improved outcomes.
Commenting on the need for timely intervention, Dr. Puneet Ahluwalia, Senior Director & Head – Uro Oncology and Robotic Surgery, Medanta – The Medicity, Gurugram, said, “One in eight men can develop prostate cancer in their lifetime — yet most men neglect their health and avoid discussing symptoms until it’s too late, leading to late-stage diagnosis. Prostate cancer is a silent, slow-growing disease, but if left untreated, it can spread to other parts of the body. Smoking and obesity further increase the risk and worsen outcomes. It’s important for men to recognize early signs… Fortunately, with advances in robotic technology, we can now detect and treat prostate cancer with high precision and minimal side effects, ensuring faster recovery and better outcomes. Through Jaanta Hai Medanta and our prostate cancer awareness campaign, we aim to normalize conversations around prostate health and encourage men to seek timely consultation.”
The “Jaanta Hai Medanta” movement remains focused on empowering communities with awareness, compassion, and timely action. Beginning with breast cancer and now extending to prostate cancer, Medanta continues its commitment to fostering health conversations that can save lives.
