MxMIndia

Tag: Piali Dasgupta

  • Calls for support against domestic abuse of senior citizens

    Columbia Pacific Communities launches drive against elder abuse

    By Our Staff

     

    Columbia Pacific Communities, the Bengaluru-based senior living community operator, has launched a three-phase awareness and support campaign #CallOutAbuse on the side-lines of World Elder Abuse Awareness Day, observed on June 15, with the aim to spread awareness on the growing social problem and motivate senior citizens to access right channels of support.

     

    Speaking about the initiative, Piali Dasgupta, Senior Vice President, Marketing, Columbia Pacific Communities, said “Elderly abuse is growing at an alarming pace in our country as a result of growing economic pressures and cost of care as well as decreasing sensitivities and selfish motivations of the younger generation. Through this campaign, we want to sensitise the younger generation to shoulder responsibilities of their parents and be more empathetic towards those that brought them up while also urging seniors to break the mould of fear and stigma and seek help against ill-treatment at home. While elder abuse exists outside of home as well, a majority of the cases are at home. Columbia Pacific Communities has always worked towards empowering seniors to take charge of their lives and claim the respect and dignity they deserve. With over 104 million elderly people in India and the demographic expected to triple by 2050, we are committed to stand by those who have nurtured us in life.”

     

  • Aims to fight age related stereotypes and use humour to foster positive ageing

    Columbia Pacific Communities launches comedy contest for seniors

    By Our Staff

    Senior living community operator Columbia Pacific Communities is launching an online comedy contest titled #LaughLines for senior citizens.

    The comedy contest is open to all senior citizens. To send a valid entry, participants would have to share a video of up to 90-second of them sharing a few jokes or performing a comic act on social media and tag Columbia Pacific Communities’ Instagram or Facebook handles using the hashtag #LaughLines. The contest will be open from April 12 to April 14, 2021 and the winners will be announced on April 16, 2021.

    Said Piali Dasgupta, Senior Vice President, Marketing, Columbia Pacific Communities: “Humour has an important role to play in ageing positively. Research suggests that humour and laughter have psychological and physiological benefits in older adults. Unfortunately, humour is mostly associated with the youth, while senior citizens are often deemed to be incapable of exhibiting or enjoying these emotions. This initiative has been planned to dispel these notions as we attempt to re-affirm the beliefs that getting old is just a mindset and seniors today are active, humorous, joyful and full of life”

     

     

  • The campaign #EndTheShame is in line with the theme for this year’s World Mental Health Day – Mental Health for All – Greater Investment – Greater Access

    Columbia Pacific drops the ‘i’ in its campaign

    By A Correspondent

     

    It was World Mental Health Day on October 10 and Columbia Pacific Communities, the senior living community operator,  introduced a campaign titled #EndTheShame to encourage conversations around mental health and draw much needed attention towards it.

     

    The short digital film made completely in house brought to light mental diseases such as Dementia, Schizophrenia, Depression, Anxiety, Bi-polar Disorder, Post-Traumatic Stress Disorder, Alzheimer’s, Obsessive Compulsive Disorder which need attention and medical care. The campaign #EndTheShame is in line with the theme for this year’s World Mental Health Day – Mental Health for All – Greater Investment – Greater Access.

     

    Said Piali Dasgupta, Senior Vice President, Columbia Pacific Communities, says, “It’s a misconception that mental illness among the elderly is mostly about Dementia and Alzheimer’s. A large number of seniors suffer from Depression, Anxiety and several other mental disorders. Yet, a majority of them are hesitant to talk about it or seek help, owing to lack of awareness and a long-standing stigma attached to mental illness. This video, on the occasion of the 28th World Mental Health Day, aims to draw attention to the various mental illnesses that exist and that elders are afflicted by. It urges society to end the shame around mental illness and encourage people suffering silently to reach out and seek help. We hope that with this pertinent message, we are able to do our bit to encourage all that are battling these diseases to come out and talk about their struggles, thereby normalizing conversations around mental illness.”

     

     

  • Senior actor Anupam Kher encourages seniors to build a sense of identity and self-worth as part of the campaign

    Columbia Pacific Communities celebrates Seniors Day

    By A Correspondent

     

    On the occasion of World Senior Citizens Day on August 21, Columbia Pacific Communities is celebrating the spirit of ‘un-retirement’ through a series of social media posts and a special message from actor Anupam Kher.

     

    Speaking about the campaign, Piali Dasgupta, Vice President, Marketing, Columbia Pacific Communities, said: “’Unretire’ is a state of mind, and one that we want senior citizens to actively embrace. Life takes a thrilling new turn at 60, in one’s golden years that one can reconnect with old hobbies, reinvent oneself and give back to society in a meaningful way. That’s what our campaign Unretire tries to convey. We couldn’t have had a better person than Mr Anupam Kher to share this message of positivity on a very special day such as World Senior Citizens Day. Mr Kher, after over 500 films and Padma Shri and Padma Bhushan under his belt, believes that his best is yet to come. And that’s exactly the message we have for senior citizens.”

     

     

  • The film is conceptualised and scripted by Famous Innovations and produced in-house maintaining social distancing norms

    Columbia Pacific Communities delivers message of hope to seniors

    By A Correspondent

     

    Columbia Pacific Communities, a senior living community operator, has unveiled a digital film titled “Community beats uncertainty”. The film is conceptualised and scripted by Famous Innovations and produced in-house maintaining social distancing norms.

     

    Speaking about the video, Piali Dasgupta, Vice President, Marketing, Columbia Pacific Communities, said: “Community building is at the heart of everything we do at Columbia Pacific Communities. And it is a community that comes together in the face of all adversities- even if it is a black swan event such as Covid-19. Senior citizens the world over have witnessed all sorts of calamities and great affliction. This film salutes their indomitable spirit and resilience and underlines the message that a community stands together in the face of crisis. With this humble message of hope, we hope to spread positivity among the demography that’s worst affected by the pandemic – our seniors. ”

     

     

  • The 40- second TVC captures the essence of the brand’s purpose of positive ageing and advocates community living for seniors

    Columbia Pacific unveils its second TVC

    By A Correspondent

     

     

    https://www.facebook.com/Columbia.Pacific.Communities/videos/2566298073582238/

     

    To promote community living as a concept for senior citizens, Columbia Pacific Communities, India’s largest senior living community operators unveiled a new promotional campaign for Tata Sky viewers. The new TVC highlights why community living is the future for seniors in India. It aligns with the brand purpose of positive ageing and clearly positions the offering as “serviced residences for seniors” differentiating it from old age homes.

     

    Highlighting the concept of the TV campaign, Piali Dasgupta, Vice President, Marketing, Columbia Pacific Communities: “Our month-long campaign on Tata Sky Seniors is an ode to the idea of community living, and what it truly means to live in a happy and energising community in your golden years. It’s no secret that loneliness is the biggest killer amongst seniors; a self- sufficient community and with like-minded people is the biggest antidote to isolation and loneliness in one’s advanced years and the secret to ageing positively. Besides, in extraordinary times like this, a community stands for you.

     

    This TVC was conceptualised and scripted by creative agency Famous Innovations and produced inhouse using stock images while adhering to social distancing and quarantine norms.

     

     

  • The campaign showcases the benefits of living in a senior living community

    Columbia Pacific initiates digital campaign to help seniors

    By A Correspondent

     

    With the nation observing a lockdown of 21 days to curb the spread of Covid-19, Columbia Pacific Communities has launched a two-week-long digital campaign titled #PositiveLockdown to help seniors make the most of their time indoors by engaging in enriching experiences and thus steering clear of the sense of paranoia that is currently prevailing in the country.

     

    Commenting on the campaign, Piali Dasgupta, Vice President – Marketing, Columbia Pacific Communities: “We understand that these are extraordinarily anxious times particularly for the senior members of our society who live alone. We believe that positive affirmations of any kind will help them get through this period.”

     

     

  • The campaign being run on social media pages of Columbia Pacific Communities, and also as search ads on Google, comes with a call to action

    ‘OK Boomer’ campaign encourages engagement with Baby Boomers

    By A Correspondent

     

    Columbia Pacific Communities has kickstarted 2020 with a topical campaign titled ‘Ok, Boomer’ that aims to call out ageism and propagate the philosophy of positive ageing, the brand’s core philosophy.

     

    Columbia Pacific Communities has launched a 10-day campaign to bat for the seniors and position ‘Baby Boomers’ as a generation that not only made path-breaking contributions and continue to do so but also remain extremely relevant.

     

    Commenting on the social media campaign, Piali Dasgupta, VP – Marketing, Columbia Pacific Communities said: “Our campaign has been conceptualised capitalising the ageist catchphrase “OK Boomer” that came into existence as an internet meme in 2015. It is a reaction to the catchphrase. By mid-2019, millennials and younger generations started to widely use it to dismiss or mock the Baby Boomer generation as narrow-minded and outdated. We, as a brand, stand for showing the world the power of positive ageing.

     

    The campaign was conceived to not just celebrate the contributions of baby boomers in various fields such as technology, music, art and culture, but also leverage the rich life experiences and wisdom of senior citizens to share life lessons and advise. ”

     

     

  • The campaign releases with Ted Talks India Nayi Baat – Season 2, hosted by Shah Rukh Khan on Star World on November 2

    Columbia Pacific Communities promotes S2 of Ted Talks in latest ad film

    By A Correspondent

     

    Columbia Pacific Communities has unveiled its first TV ad campaign at Ted Talks India Nayi Baat–II hosted by Shah Rukh Khan.

     

    Highlighting the concept of the TVC, Piali Dasgupta, Vice President, Marketing, Columbia Pacific Communities, said: “Produced entirely in-house on a shoe string budget, the communication, with the help of captivating images, tells the story of a happier, brighter, healthier and blissful future for our seniors. It weaves in the brand purpose of positive ageing and clearly positions the offering as “serviced residences for seniors” differentiating it from old age homes. The creative challenge was to tell our story in 40 seconds in a way that it showcased our product and service offerings optimally. The communication needed to be engaging, appealing and leave the viewer with a sense of hope and optimism while delivering all of the above. The communication addresses the brand’s primary TG (55+ seniors), who have sought and not found this solution.”

     

    Added Basav Mukherjee, Chief Revenue Officer, Columbia Pacific Communities: “We are proud to partner Ted Talks as we believe that change of any kind is triggered by conversations. At Columbia Pacific Communities, it is our constant endeavor to shift paradigms as far as senior citizens is concerned. And this will be possible only through conversations.  Star World has been one of the most popular entertainment channels in India, reaching out to 1.3 million English speaking audience for over two decades in our country.  It was our channel of choice given its deep resonance with our audience.”

     

     

  • The campaign celebrates older individuals beyond adjectives that they are linked with

    Columbia Pacific curates digital campaign to break age-related stereotypes

    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.