Brands
Butt out and breathe easy as Big FM helps smokers take a big step
MUMBAI: Smoking out the habit, one laugh, dance, and Zumba session at a time Big FM’s third season of Sutta Chhod De Na Yaar wrapped up with a breath of fresh air. With a mission as clear as its lungs aim to be, the award-winning anti-tobacco campaign returned this year with a therapeutic twist Quitsvilla, a wellness retreat designed to help smokers kick the butt, quite literally. Hosted at The Fern Shelter Resort in Palghar, and powered by Dewon Electric, the three-day immersive was part support group, part spa day, and all heart.
Led by popular RJs like RJ Vrajesh, RJ Rani, RJ Abhilash, and RJ Dilip, the retreat was no boring rehab. It featured sound therapy by Sarita Pataodia, dance movement therapy by Ang Tarang’s Shruti duo, laughter yoga by the ever-joyful Kishore Kuvavala, motivational illusions by Mangesh Desai, and a whole lot of rhythm, sweat and soul. The Zumba sessions by celebrity coach Aishwarya were as energetic as the stories shared, and the message was crystal clear: quitting smoking doesn’t have to be a lonely grind, it can be joyful and healing too.
The retreat was just the tip of the iceberg. The campaign extended into the digital realm with a gripping podcast hosted by RJ Sahil and RJ Dilip. The series featured first-person journeys of those who had successfully stubbed out their addictions, as well as expert insights on CBT, NLP, and habit formation from voices like Ashdin Doctor (The Habit Coach) and Rajyogi BK Nikunj.
Bollywood lent its lungs too, with stars like Tusshar Kapoor, Emraan Hashmi, Shankar Mahadevan, Sulaiman Merchant, and Papon urging fans to quit through messages across platforms. The campaign’s viral jingle, quirky reels, and heartfelt storytelling ensured that the message didn’t just travel, it stuck.
And it wasn’t all talk either. The campaign logged hundreds of pledges, saw a visible shift in participant behaviour, and strengthened BIG FM’s mission of sparking real change through real stories.
“This isn’t just about saying no to a cigarette,” said Big FM COO, Sunil Kumaran. “It’s about saying yes to life, to resilience, and to transformation. Sutta Chhod De Na Yaar Season 3 gave people the tools and the belief to make that change.”
With a soulful mix of science, storytelling and support, BIG FM’s campaign has evolved from a public service message into a full-blown movement, one breath at a time.
Brands
Akamai appoints Fiona Zhang as regional VP, channel sales and programs for Asia Pacific and Japan
New regional VP to scale partner ecosystem amid cloud and AI demand
BENGALURU: Akamai Technologies has appointed Fiona Zhang as regional vice president for channel sales and programmes in Asia Pacific and Japan, doubling down on its partner-led growth strategy in one of its fastest-evolving markets.
In her new role, Zhang will oversee the company’s channel strategy and partner ecosystem across the region, with a focus on helping partners deliver more value to customers navigating increasingly complex cloud and security needs.
The move signals Akamai’s continued bet on its partner network to drive adoption, expand market reach and fuel revenue growth. A key pillar of this strategy is Akamai Partner Connect, the company’s unified global programme designed to simplify engagement and accelerate partner-led business.
Across Asia Pacific and Japan, demand for cloud, cybersecurity and AI-led solutions is rising sharply. Akamai is responding by expanding its network of service providers, distributors, system integrators and technology partners, aiming to bring more localised expertise and scalable solutions to enterprise customers.
Zhang brings over 15 years of experience in channel sales and programme leadership across cybersecurity, cloud and networking. Since joining Akamai in 2019, she has led channel strategy and operations in Greater China, where she drove partner-led growth across delivery, security and compute offerings.
Before Akamai, she was head of channels at Palo Alto Networks in China, where she oversaw rapid expansion and revenue growth. She began her career at Cisco, holding roles across sales, business development and channel management.
“Asia Pacific is one of the most diverse and fast-moving technology markets in the world, and that makes a channel-first strategy essential,” said Zhang. “Across APJ, our partners are doing far more than reselling. They are building capabilities, advancing AI adoption and helping enterprises navigate a complex digital landscape. My focus is on making Akamai the platform our partners want to build their business around.”
Echoing the sentiment, Akamai Technologies vice president and managing director greater China Sean Li said, “Our channel ecosystem is fundamental to Akamai’s growth strategy. Fiona’s leadership will be instrumental in strengthening our partner network and enabling partners to capture new opportunities across the region.”
With enterprises accelerating digital transformation and AI adoption, Akamai’s latest leadership move underscores a clear message. In a market driven by partnerships, the company is placing its bets firmly on the channel to lead the next phase of growth.
