Columbia Pacific Communities: #Relearn
Reframing senior living in India from dependence to positive ageing.
Context
A WATConsult campaign, and one of the projects I look back on most fondly, including getting to use my own poetry for the brand. Columbia Pacific Communities entered India to pioneer senior living.
Problem
Senior housing in India carried an intense social stigma, often equated with isolating old-age homes. The category had to be reframed before the product could be sold.
Thinking
Shift the conversation away from ageing as dependency and toward positive ageing, a phase of fulfilling, vibrant, independent life.
Execution
A 360-degree digital and search ecosystem built around that idea, including South India's first senior citizens' flash mob. For the launch of the flagship Virtuoso Club and Serviced Residences, the #Relearn campaign challenged younger people to learn life wisdom from elders, while helping seniors relearn modern technology.
Outcome
The launch swept regional marketing circuits, winning a Media360 India Award and Gold for Integrated Digital Campaign of the Year, alongside other honours at the Big Bang Awards.