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Cancer surgeon with 22 years of experience shares the ‘1 common habit’ silently destroying your immune system
Lifestyle

Cancer surgeon with 22 years of experience shares the ‘1 common habit’ silently destroying your immune system

by jummy84 December 3, 2025
written by jummy84

Published on: Dec 03, 2025 09:01 pm IST

Always scrolling late or binge-watching shows? Cancer surgeon Dr Tarang Krishna says proper sleep is the real key to keeping your immune system strong.

Always scrolling on your phone late at night or binge-watching shows till 2 AM? That ‘just one more episode’ habit might be silently hurting your immunity. Poor sleep makes you tired, stressed, and more prone to illnesses. Dr Tarang Krishna, cancer specialist and MD at Cancer Healer Centre, with more than 22 years of experience, shares in his December 2 Instagram post why catching quality sleep is the real key to keeping your immune system strong and your body healthy. (Also read: Surat paediatrician shares how too much love from grandparents can spoil kids; offers tips for parents to strike balance )

Prioritise sleep to recharge immunity and fight illnesses, advises Dr Krishna. (Unsplash)

Why is sleep so crucial for immunity

“You know the key to your immune system? And that key is sleep. Poor sleep weakens your immunity. When your sleep is disturbed, your body becomes more susceptible to fatigue, diabetes, autoimmune disorders, and many other illnesses,” Dr Krishna explains.

He adds, “Our body has the natural ability to fight diseases, but we don’t use it properly. This is because during sleep time, we are often glued to our phones. To reduce inflammation in our body, we need proper sleep.”

How to strengthen your immunity through sleep

Dr Krishna further explains the science behind it, “When we stay awake, the hormone melatonin, which is the sleep hormone, doesn’t get a chance to work. And this is why our immune system cannot recharge. To strengthen our immunity, we need to let our system recharge, and proper sleep is essential for that.”

He advises prioritising consistent, uninterrupted sleep to allow the body to heal, recharge, and maintain a strong defence against illnesses.

Note to readers: This article is for informational purposes only and not a substitute for professional medical advice. Always seek the advice of your doctor with any questions about a medical condition.

This report is based on user-generated content from social media. HT.com has not independently verified the claims and does not endorse them.

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News / Lifestyle / Health / Cancer surgeon with 22 years of experience shares the ‘1 common habit’ silently destroying your immune system

December 3, 2025 0 comments
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Pope Leo XIV Gives His Blessing to the Theatrical Experience
TV & Streaming

Pope Leo XIV Gives His Blessing to the Theatrical Experience

by jummy84 November 16, 2025
written by jummy84

Pope Leo XIV isn’t just a White Sox fan, turns out he’s also a cinephile.

Speaking at the Vatican on Saturday, November 15, His Holiness, who is the first American-born Pope, gathered together Representatives of the World of Cinema to give a brief address that championed the theatrical, movie going experience, saying that cinema is “a popular art in the noblest sense” and that cinemas and theaters themselves are the “beating hearts of our communities.”

“It is wonderful to see that when the magic light of cinema illuminates the darkness, it simultaneously ignites the eyes of the soul,” Pope Leo XIV said in Italian (as translated in English per a document distributed at the event). “Indeed, cinema combines what appears to be mere entertainment with the narrative of the human person’s spiritual adventure. One of cinema’s most valuable contributions is helping audiences consider their own live, look at the complexity of their experiences with new eyes and examine the world as if for the first time. In doing so, they rediscover a portion of the hope that is essential for humanity to live to the fullest. I find comfort in the thought that cinema is not just moving pictures; it sets hope in motion!”

'The Running Man'

Though the event was live streamed, press wasn’t present, though IndieWire spoke with a source who said that a litany of A-list filmmakers and actors saw His Holiness speak. Those included, according to our source, Cate Blanchett, Chris Pine, Greta Gerwig, Judd Apatow and Leslie Mann, Julie Taymor, Monica Bellucci, David Lowery, Viggo Mortensen, Nicholas Winding Refn, Joanna Hogg, Gasper Noe, Adam Scott, Bertrand Bonello, Darren Aronofsky, Spike Lee, Dave Franco and Alison Brie, Kenneth Lonergan, and festival heads from TIFF, Locarno, Sundance, and Rotterdam.

The Pope’s remarks came after he recently revealed his four favorite films, those being “It’s a Wonderful Life,” “The Sound of Music,” “Life Is Beautiful,” and perhaps an unexpected selection, the late Robert Redford’s “Ordinary People.”

But the speech came ahead of what is the coming 130th anniversary of the invention of cinema, with the Pope namedropping the Lumiére Brothers’ first public screening back in December 1895. Many of the attending filmmakers also dropped by the Cinema Troisi in Rome, hosting screenings of some of their own films or other classics that have been packed through the weekend. The cinema, curated by Valerio Carocci, is a single-screen theater that plays films 24-hours a day.

While we don’t know if the Pope is making his way down to the Cinema Troisi anytime soon, we know he blesses those who do.

“May your cinema always be a meeting place and a home for those seeking meaning and a language of peace,” he said. “May it never lose its capacity to amaze and even continue to offer us a glimpse, however small, of the mystery of God.”

November 16, 2025 0 comments
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Heart surgeon with 25 years of experience explains how daylight saving time affects your body: ‘That 1 hour change can…’
Lifestyle

Heart surgeon with 25 years of experience explains how daylight saving time affects your body: ‘That 1 hour change can…’

by jummy84 November 11, 2025
written by jummy84

Every year, as winter approaches, many countries turn their clocks back by an hour to mark the end of daylight saving time – a practice originally introduced to make better use of daylight and conserve energy. While this shift may seem small and even welcome for adding an extra hour of rest, experts say it can take a surprising toll on the body. Even a one-hour disruption can throw off the circadian rhythm, making it harder for many people to adjust physically and mentally.

Dr London states that even a one hour shift can disrupt the body’s rhythm.(Pixabay)

Also Read | Heart surgeon with 25 years of experience shares 5 daily habits to increase longevity: ‘The secret sauce is…’

Dr Jeremy London, a cardiothoracic surgeon with over 25 years of clinical experience, has shed light on the surprising effects that daylight saving time can have on the human body. In an Instagram video posted on November 10, the cardiac surgeon explains how even a one-hour shift can disrupt the body’s natural rhythm and offers practical tips to help the body adjust smoothly.

How does daylight saving affect your body?

Dr London points out that with the arrival of winter, our clocks shift back by an hour each year – a change brought on by daylight saving time. However, while the extra hour may seem like a bonus to your daily routine, it doesn’t necessarily do your body any favours.

He explains, “That 1 hour change can throw your circadian rhythm completely off. The result is a measurable increase in heart attacks, strokes, mood disturbances, car accidents, and even all cause mortality in the days following the transition.”

Why does this happen?

According to the cardiac surgeon, our body’s internal clock is closely aligned with natural light exposure. When this rhythm is disrupted, it can throw the body’s overall balance and normal functioning off track.

Dr London explains, “Studies show that our internal biology clock is tightly synced to light exposure. When we abruptly change it, sleep quality drops, cortisol rises, and inflammation increases, especially in the spring. Now, some are affected more than others, but none of us are immune.”

How to adjust to daylight saving?

Dr London notes that the American Academy of Sleep Medicine recommends maintaining a permanent standard time, as it aligns more closely with our natural biology and helps reduce potential health risks. But until that happens, the cardiologist suggests ways to adjust accordingly.

He elaborates, “Prioritize consistent sleep, morning sunlight, and mindful breaks. I found that meditation, outdoor walks, and even sauna sessions help me reset after the time change because sleep is king. If your sleep is off, it affects every aspect of your life.”

Note to readers: This article is for informational purposes only and not a substitute for professional medical advice. It is based on user-generated content from social media. HT.com has not independently verified the claims and does not endorse them.

November 11, 2025 0 comments
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Glorious Full Trailer for Bi Gan's 'Resurrection' Cinematic Experience
Hollywood

Glorious Full Trailer for Bi Gan’s ‘Resurrection’ Cinematic Experience

by jummy84 November 9, 2025
written by jummy84

Glorious Full Trailer for Bi Gan’s ‘Resurrection’ Cinematic Experience

by Alex Billington
November 6, 2025
Source: YouTube

“A beautiful dream ride through the 20th century.” Janus Films has unveiled their full official trailer for the film Resurrection, a stunning creation from visionary Chinese filmmaker Bi Gan – who’s best known for his other two films Kaili Blues and Long Day’s Journey into Night. This originally premiered at the 2025 Cannes Film Festival in May, and screened at NYFF, London, Beyond Fest, and many others. Janus has set the release date for December – playing soon in select art house theaters. Resurrection is an entrancing sci-fi cinema creation following Miss Shu in a future where most of humanity has lost the capacity to dream, who discovers that one inhuman creature is still able to experience them. She enters his dreams, using her ability to perceive illusions to determine the truth in its visions of Chinese history. The film is divided into six chapters, with each representing one of the five senses, along with the mind. Starring Jackson Yee as the “monster”, Shu Qi as Miss Shu, with Mark Chao, Li Gengxi, and Huang Jue. The film is an entrancing journey through time and cinema – featuring six distinct segments showing different styles throughout film history. If you love cinema as much as we do here, then this is a must watch film whenever it plays near you.

Here’s the full official US trailer (+ poster) for Bi Gan’s film Resurrection, direct from Janus’ YouTube:

Resurrection Film Trailer

Resurrection Film Trailer

Resurrection Film Trailer

You can watch the teaser trailer for Bi Gan’s Resurrection cinema event right here for even more footage.

Original synopsis via NYFF: “This phantasmagoric dream machine from visionary Chinese director Bi Gan is an elusive yet monumental love letter to a century of cinema. Unfolding over five chapters that feature a dazzling array of styles, Resurrection is a cascade of imagery united by a luminous mythopoetic conceit: in a sci-fi-coded world where people have lost the desire to dream in the hopes of prolonging life, rogue “fantasmers” continue to stoke their imaginations and exist within unreality. From this magical premise, the film sends its ever-morphing protagonist (played by Jackson Yee) through a series of genres, from Méliès-inflected silent fantasy to wartime thriller to con-artist buddy pic to millennial vampire romance — the latter depicted in one of Bi’s customary, ever astonishing, single takes. Even within genre parameters, the director never takes the road well-traveled, offering jolts & marvels around every corner. Resurrection is one of the most audacious and ambitious gifts for cinematic thrill-seekers in many a moon.” ~156 mins.

Resurrection, also known as 狂野时代 in Mandarin (meaning Wild Times), is directed by acclaimed Chinese filmmaker Bi Gan, director of the films Tiger, Kaili Blues, and Long Day’s Journey into Night previously, plus many other short films. The screenplay is written by Zhai Xiaohui and Bi Gan; from a story by Bi Gan. Produced by Shan Zuolong, Yang Lele, Charles Gillibert. This initially premiered at the 2025 Cannes Film Festival playing in the Main Competition section – where it won a Special Award. Janus Films will debut Bi Gan’s Resurrection film in select US theaters starting on December 12th, 2025 later this year. Intrigued?

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Find more posts in: Foreign Films, Indies, To Watch, Trailer

November 9, 2025 0 comments
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Hilary Duff’s new song based on 'brief experience' with ex
Celebrity News

Hilary Duff’s new song based on ‘brief experience’ with ex

by jummy84 November 8, 2025
written by jummy84

8 November 2025

Hilary Duff’s new song Mature is based on a “brief experience” with an ex.

Hilary Duff’s new song based on ‘brief experience’ with ex

The 38-year-old singer-and-actress teamed up with her Grammy-winning songwriter/producer husband Matthew Koma to write the single but admitted it was about a past romantic partner.

She told Vogue: “It is definitely about a brief experience that I had in my [life] — a long, long time ago. It is not totally autobiographical. I took a few artistic liberties just to make the song work structurally, but the gist is the gist.

“I was looking back on this relationship and thinking about whether this guy had a habit of dating younger women or whether I was ‘special’. The whole experience was super therapeutic to write about, but being so vulnerable through your music can be really scary.

“Mature is a conversation with my younger self about being happy with where I landed. Part of it was an idea that Matt originated… Matt obviously knows all the stories from my past, and he’s so great at coming up with a concept where I get to go in and interior design the whole thing. The song is about reflecting on your past and coming to terms with the choices you’ve made, but without being too hard on yourself. It’s a fun record, but it’s secretly kinda heavy too.”

And, Hilary – who has son Luca with first husband Mike Comrie – revealed she never thought about getting married again until she met Matthew.

She said: “He’s just the best f****** human and my number-one cheerleader. He believes in me beyond any vision I have for myself. I couldn’t imagine making new music with anyone else. I never thought I wanted to get married again until I met him. We had Banks before we got married, and while I was pregnant I kinda hated his guts. I couldn’t stand the way he walked and chewed because all of this stuff was just so terrifying. Every day I looked in the mirror like, Oh my God, what am I doing? Then we had the baby and I saw what a great dad he is. I was like, Wait, I’m actually obsessed with you!”




November 8, 2025 0 comments
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Pune cardiologist with 19 years of experience shares why the calf muscle is called ‘second heart’
Lifestyle

Pune cardiologist with 19 years of experience shares why the calf muscle is called ‘second heart’

by jummy84 November 6, 2025
written by jummy84

Your legs are more than just for walking. It also regulates vital functions related to cardiovascular health. It is also often called the ‘second heart.’ To understand why the calf muscle is called the second heart, HT Lifestyle reached out to Dr Priya Palimkar, senior consultant – cardiologist at Sahyadri Hospitals, Pune, who has over 19 years of experience.

Calf muscle is also known as the second heart. (Picture credit: Freepik)

ALSO READ: Cardiologist warns of this heart issue in Gen Z, an early sign of heart attack, other premature cardiovascular diseases

She confirmed that yes, commonly the calf muscles, especially the gastrocnemius and soleus, are usually called as ‘second heart.’ The cardiologist revealed that it supports circulation and prevents venous problems. “The name ‘second heart’ indicates the importance of leg muscles in the blood recirculation from the legs to the heart. This is because pumping blood back is the primary task of the heart, and these muscles assist in this process.”

So, in other words, it helps to keep blood moving smoothly. While the heart is responsible for pumping the blood throughout the body, the calf muscles help for the extra push the blood needs for returning from the legs, back to the heart.

How does the ‘second heart’ work?

Now, how does the calf muscle help in circulation? As per Dr Palimkar, it works as a natural pump. “When a person is standing or walking, the force of gravity causes the blood to flow downwards into the veins that are located in the legs. As a result, the calf muscles are activated and they contract to harden and compress the deep veins which are close to them. Blood is prevented from being pulled back by the one-way valves in the veins; thus every contraction, it moves blood upward to the heart,” the cardiologist elaborated.

In fact, the calf muscles are called the second heart because they take on a supporting role for the heart. They ensure that blood does not pool in the legs and that the circulation is effective. It helps to make the heart’s job easier.

“The heart is then fed with a steady flow of blood, which not only keeps the volume of blood in the heart constant but also helps maintain the cardiac output and general circulation,” she further elaborated on how the calf’s ability to support circulation makes it directly impacts cardiovascular health.

Dangers of prolonged sitting

Sitting for long hours may disrupt circulation. (Picture credit: Freepik )
Sitting for long hours may disrupt circulation. (Picture credit: Freepik )

What happens when this natural pump system does not work? Dr Palimkar named the risks, “Malfunctioning calf-pump system significantly increases the likelihood of people having chronic venous issues, oedema (swelling), and even a higher chance of bad circulatory consequences. As an example, patients with a weaker calf-pump function suffer from the most severe stages of venous disease.”

To ensure your second heart stays strong, the cardiologist recommended exercising the calf muscles. She also urged being active and not sitting or standing for very long periods. Describing the risk, she said, “This ‘second heart’ effect is of a mechanical nature and depends on movement; very long periods of sitting or standing still can have the opposite effect, that is, they can make venous return slower and increase the risk of blood stasis (risk of blood staying in one place) in the legs.”

This is why one should stay active, keep moving, and avoid sitting or standing for long periods so that the cardiovascular functions work efficiently.

Note to readers: This article is for informational purposes only and not a substitute for professional medical advice. Always seek the advice of your doctor with any questions about a medical condition.

November 6, 2025 0 comments
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Kaal Trighori Arbaaz Khan Rituparna Sengupta Aditya Srivastava
Bollywood

Kaal Trighori Trailer Out: Arbaaz Khan, Rituparna Sengupta, Aditya Srivastava Triller Promises a Spine-Chilling Experience Full Of Horror And Suspense- Watch

by jummy84 November 5, 2025
written by jummy84

The makers of Kaal Trighori have unveiled the gripping official trailer of the much-awaited supernatural thriller starring Arbaaz Khan, Rituparna Sengupta, and Aditya Srivastava. Set to hit theatres on November 14, the film is written and directed by Nitin Vaidya and also features Mahesh Manjrekar, Rajesh Sharma, and Mugdha Godse.

Arbaaz Khan, Rituparna Sengupta & Aditya Srivastava’s Kaal Trighori Trailer Out

The just-released trailer opens a haunting window into a world where ancient curses, legends, and human terror intertwine. It unravels the darkest corners of fear, a mysterious haveli, an ominous voodoo doll, a black cat, and a long-buried myth that comes alive under a rare celestial event. Amidst this gripping atmosphere, Aditya Srivastava is seen performing a cryptic ritual, while Rituparna Sengupta and Arbaaz Khan find themselves trapped in a cursed night where reality and illusion blur. Echoing the film’s eerie atmosphere, the tagline “Some myths are real” serves as a haunting reminder that every legend hides a terrifying truth.

Watch the trailer here:

Arbaaz Khan: It’s Unlike Anything I’ve Played Before

At the trailer launch, Arbaaz Khan stated, “I think it has a lot to do with how Nitin sir envisioned this film and shaped my character — it’s unlike anything I’ve played before. I don’t think I’ve ever really done a proper horror film; some might have turned out horror (laughs), but not intentionally so. What made this project exciting was how well-etched and layered the character is. There are many nuances, and the story keeps you guessing about who the real culprit might be. My character carries that same ambiguity, as do others, keeping the audience constantly on edge.“

Rituparna Sengupta adds, “I’ve done strong roles before, but this was a completely new genre for me. I always want to explore worlds I haven’t stepped into because, as an actor, I believe my roles should challenge me and push my boundaries. This film did exactly that. I spent a lot of time with my director working on body language, expressions of fear, and subtle nuances, as the character has tremendous depth. It was an intense yet deeply enriching experience to perform.”

About Kaal Trighori

Produced by Nitin Ghataliya, Shirish Vaidya, and Mansukh Talsaniya under the banner of Navin Productions LLP, Kaal Trighori is backed by Rahul Vaidya as executive producer. The trailer’s blend of powerful performances, atmospheric tension, and unsettling imagery has sparked intrigue among the audiences.

For more news and updates from the entertainment world, stay tuned to Bollywood Bubble.

Also Read: Kaal Trighori Teaser Out! Join Arbaaz Khan, Rituparna Sengupta, Aditya Srivastava As They Encounter Horrors In The Form Of Curses, Celestial Events And Cosmic Forces- Watch

Grinell Jacinto

With nearly 10 years of experience, Grinell Esther Jacinto is the Desk Head of Bollywood Bubble. Her interests lie in everything that is kaleshi and she loves to dig deeper into the lives of B-town actors. She has a problem though – she loves horror films but will have chills the minute the theatres lights dims. She’s previously worked with Koimoi, UrbanAsian and SpotboyE.

November 5, 2025 0 comments
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Drew Barrymore's Brave Confession! Actress Reveals Frightening Breast Cancer Scare Experience | Glamsham.com
Lifestyle

Drew Barrymore’s Brave Confession! Actress Reveals Frightening Breast Cancer Scare Experience | Glamsham.com

by jummy84 November 4, 2025
written by jummy84

Actress and talk show host Drew Barrymore is speaking out after a recent health scare, where she says she underwent an emergency biopsy following a “bad mammogram.” She shared the story on The Drew Barrymore Show in a candid sit-down with comedian Tig Notaro. In 2012, Notaro had been diagnosed with bilateral breast cancer, and later did a double mastectomy in 2016. She sat down for a candid talk with Barrymore on cancer awareness and women’s health.

“This is something I’ve wanted to risk talking about on this show,” Barrymore said. “I recently had a scare. I’m completely fine, but I did get a bad mammogram. I was taken into that room, had an emergency biopsy, and then waited those five days.” The actress underlined the emotional toll of such waiting for the verdict and added that all this gave her a deeper appreciation for those who face such uncertainty regularly.

Barrymore was notably struck by Notaro’s new documentary Come See Me in the Good Light, which follows poets Andrea Gibson and Megan Falley as they make their way through life following Gibson’s terminal ovarian cancer diagnosis. She was quoted as saying of the film, “It gives such an intimate portrait of what the journey through cancer is like-not heavy, but full of confidence, courage, and humanity.”

Also Read: Watch: Jennifer Aniston Gets Emotional on The Drew Barrymore Show – It’s a Must-See Moment

The actress, who turned 50 this year, also spoke about embracing aging naturally. “I haven’t done anything and I want to try to stay that way,” she said. “But I also believe everyone should do what makes them happy. The only thing I know is not to judge others — we’re all on our own paths, and we should support each other.”

Fans have praised Barrymore’s honesty, saying the actress is using her platform to bring awareness about women’s health and self-acceptance.

November 4, 2025 0 comments
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Neurosurgeon with 33 years of experience shares 4 reasons why you should give up the habit of complaining
Lifestyle

Neurosurgeon with 33 years of experience shares 4 reasons why you should give up the habit of complaining

by jummy84 November 1, 2025
written by jummy84

Do you crib often? Complaining about little things that don’t go your way. You may think, after all, what’s wrong about blowing off some steam? Whether it is traffic or latest situationship ghosting you, venting it out feels like a release. But going on and keep ranting about them again and again, over time, may make you lean towards pessimism more, and train your brain to stay unhappy.

Change your habit of complaining; otherwise, your perception changes for the worse. (Picture credit: Freepik)

ALSO READ: Neurosurgeon with 33 years of experience explains why you can’t sleep even when tired, shares 4 tips to rest better

Dr Prashant Katakol, a neurosurgeon with over 33 years of experience, shared in an Instagram video, posted on October 30, about why one shouldn’t complain all the time, suggesting reasons based in neuroscience.

1. Rewiring the brain for misery

“When you are complaining, you are rewiring your brain for misery,” Dr Katakol said. Neuroplasticity ensures that every complaint strengthens pessimism in you. Soon, good things stop getting even registered.”

This means when you keep complaining, pushing a tunnel vision on negative things, then your brain starts to get used to it. Neurplasticity, which is the brain’s ability to change and adapt, strengthens those negative thought patterns. Then, over time, it becomes second nature for the brain to spot the problems first, rather than feeling grateful or noticing good things.

2. Flooding body with stress hormones

When you complain, you put your body in a state of stress, activating all the stress hormones. Prolonged state of stress negatively affects both the physiological and psychological systems.

The neurosurgeon stressed,“Number two, you flood your body with stress hormones by complaining. This wrecks your mood, your focus and your immunity.”

In other words, even for trivial matters, when you complain, your body reacts as if you are under threat, releasing cortisol.

3. Starts to see only problems, not possibilities

Complaining all the time gives way to a cynical attitude where you keep expecting the worst outcomes and disasters. Dr Katakol said, “The brain trains itself to see only problems and not possibilities.”

When you regularly complain, the thinking patterns shift. You focus on what’s wrong and internalise a negative perception. Soon, what happens is you stop noticing the solutions, opportunities or silver lining as your entire focus is on the problem: why it happened rather than how it can be solved.

4. Shrinks brain

Turns out it also physically changes the shape of the brain? Dr Katakol added, “Chronic negativity shrinks the hippocampal cortex. The consequences are slower learning, weaker memory and less resilience.”

Solution

What is the way forward? According to the neurosurgeon, one needs to start ‘labelling’ it. “Practice awareness. When you notice yourself complaining, label it out loud, that I am complaining. This single act will drastically reduce your habit. Lesser the complaining, greater is the joy, it is as simple as that,” he said.

This means when one starts complaining, they don’t even realise that they are complaining. Chronic complaining becomes an instinct. But awareness helps you to respond with a more logical approach rather than irritation. Instead of being quick to express frustration, consider calling yourself out, which would help to interrupt the pessimistic loop you may fall into. Instead of getting irritated over it, reconsider if it’s actually worth losing your cool over it.

Note to readers: This report is based on user-generated content from social media. HT.com has not independently verified the claims and does not endorse them. This article is for informational purposes only and not a substitute for professional medical advice.

November 1, 2025 0 comments
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600px (w) x 500px (h)
Events

The Rise of Phygital: Extending Reality as the New Frontier of Brand Experience and World-building

by jummy84 October 28, 2025
written by jummy84

Leveraging AI, AR, VR, XR, and emerging technologies to create richer community-centric brand experiences

By Kristina McCoobery, CEO & Co-Founder, INVNT

The Rise of Phygital

The walls between physical and digital are crumbling. What once felt like parallel universes are now one continuous reality. Phygital experiences, where in-person presence meets digital possibility, have become the heartbeat of modern brand storytelling.

Audiences don’t just want to watch, they want to feel, to belong, to co-create. For brands, that means delivering both the trust and tangibility of real-world interaction and the infinite possibility of digital technology.

A Changing Landscape for Brand Storytelling

Brands and marketers are doubling down on experiences to reach customers and get “more bang for their bucks.” The market is on fire with global growth as businesses lean into branded events to overcome audience fragmentation and shifting consumer behaviours.

At INVNT, we see this growth first-hand. With clients such as Amex, Oracle, General Motors, Netflix, Samsung, PepsiCo., Geely,Lamborghini, Microsoft and Xero contributing to a global business pool north of $150M USD, it is clear: the future belongs to brands that move beyond campaigns and create living, breathing worlds of engagement.

Audiences are tougher to reach, content is everywhere, and loyalty is fleeting. The challenge is to be unforgettable and not simply seen.

What Experiential Means Today

Experiential used to mean events. Now, it means creating brand moments that move markets and rewrite culture, alongside fully immersive experiences.

At INVNT, we define it as storytelling engineered to engage, cut through noise, and dent history. It spans live, digital, hybrid, AI-powered, XR-enabled, and immersive formats, all designed to spark emotion and drive action.

In today’s world of “is it real, or is it not?” AI-generated content, experiential stands as the last frontier of authenticity. It is intimate, emotional, and utterly unreplicable.

Unlike other agencies, we scale faster, integrate deeper, and innovate bolder.

Why Phygital, and Why Now?

As the boundaries between physical and digital dissolve, brands are reimagining what it means to connect. From augmented reality installations at live events to digital artefacts with real-world value, phygital is not a trend, it is the inevitable future of brand experience.

Phygital delivers the trust of the tangible and the power of the infinite.

A digital campaign might scroll past in seconds, but a phygital experience lingers in the body and the mind. It allows audiences to hold the brand in their hands while engaging with its digital twin through a screen, headset, or connected space. That fusion creates deeper engagement, lasting memory, and stronger emotional connection.

Technology Is the Enabler, Not the Story

At INVNT, we leverage emerging technologies like AI, AR, VR, and Web3 to elevate human experience, not replace it.

  • AR turns products and environments into portals to new worlds.
  • VR dissolves time and geography, transporting audiences into immersive brand narratives.
  • XR integrates all realities into a single continuum, expanding the canvas for what’s humanly possible at scale

But the tools are only powerful when used in service of storytelling.

Emerging digital world-building technologies reshape ownership, participation, and community, creating new ways for audiences to not just engage with brands, but to live inside them.

But technology alone is never the story, the story is what outlives the platform.

Innovation in Action

INVNT has pioneered some of the world’s most exciting phygital campaigns:

  • Lamborghini: Designed the world’s first metaverse-inspired NFT supercar with twin physical car – auctioning for $1.6M, in partnership with Steve Aoki, Krista Kim, and RM Sotheby’s – marking the automotive brand’s pivot to an all-electric future.
  • COP28: Brought the Tree of Life to life using AI, enabling people to speak with “Mother Nature” and create personal climate pledges visualised through generative art, driving global impressions across social media.
  • Xero: Built the AI Music Factory at Xerocon, a GenAI-powered activation where attendees created custom songs and vinyl records in real time.
  • ABB: Created ABB-e, a fully interactive, AI-powered brand mascot built with GPT-4 and Unreal Engine, now a global standard for intelligent brand engagement.
  • Microsoft: Launched CoPilot globally, blending legacy, innovation, and cultural storytelling, leading up to the celebration of Microsoft’s 50th Anniversary.
  • Ferrari: The “It’s Virtually Yours” campaign blended the real and digital worlds by transforming empty global streets into immersive test tracks – inviting VIPs into local showrooms to slip on VR headsets and experience a mixed-reality test drive that fused the physical Roma with a virtual journey through their own city’s landmarks.

These examples show that phygital isn’t just creative, but measurable, scalable, and impactful.

What Brands Should Consider

  1. Begin with the story: Technology must serve a purpose.
  2. Design for both presence and participation: Whether in-person or remote, everyone should feel equally involved.
  3. Create utility, not spectacle: AI, AR, VR, XR, and even NFTs should enhance the journey, not just impress.
  4. Think long-term: Phygital experiences are chapters in a brand’s larger narrative.

The Future Is Hybrid…and Human

Our industry’s biggest challenge remains proving ROI, but advances in data now make it possible to measure who attends, what they engage with, and what value is created. Combined with social amplification and in-person energy, the ROI of experiences is clearer than ever.

The global pandemic reinforced a simple truth: in-person connection is irreplaceable. But when layered with innovation, we have seen firsthand that its impact multiplies.

In conclusion, phygital is showing up in the ways that matter most, showing up with creativity, consistency, and human depth.

For more information, visit www.invnt.com

October 28, 2025 0 comments
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