By A Correspondent
Columbia Pacific Communities has unveiled a digital campaign #Relearn to celebrate older individuals beyond adjectives that they are linked with.
Said Mohit Nirula, CEO, Columbia Pacific Communities: “We live in a world where stereotyping has become the norm. Battling the labels associated with older adults, their fun-loving and adventurous sides are still unexplored. Committed to senior care worldwide, at Columbia Pacific Communities, we believe in positive ageing as a way of approaching life. Our campaign #Relearn debunks and discards the long-pervading stereotypes associated with ageing through engaging conversations leading to a fresh perspective.”
As a part of the campaign, there are short format videos on shattering age-related stereotypes, positive ageing, and influential senior citizens such as Padma Shri awardee former Indian cricketer Syed Kiramani, ex Infosys CFO Mohandas Pai and fashion guru Prasad Bidapa talking about the perks of growing old and the power of positive ageing.
Highlighting the spirit of the film – Love, not labels, Piali Dasgupta, Vice President – Marketing, Columbia Pacific Communities, added: “We live in a society where we inadvertently stereotype our senior population. Our digital film aims to remove bedded prejudice and is a fresh and realistic take on the senior cohort of society. We encourage viewers to relearn everything they knew about old age and take this very important message of positive ageing forward.