NEWS of Columbia Pacific Communities

New Delhi, April 29, 2020: In order to engage senior citizens meaningfully during the lockdown, Columbia Pacific Communities, India’s largest senior living community operators, has launched a series of virtual talk shows and sessions with luminaries and experts, titled The Living Room. These talk shows are being hosted through the live video streaming feature of Facebook, FB Live. The next session is with national-award winning activist and doctor, Ushy Mohan Das. She is a globally-esteemed TEDx speaker, a spiritual scientist, a neuropsychology researcher, and a life coach. Dr. Das believes that empowering the mind and staying in the know is the key to unlocking happiness Guide yourself to empowerment with Dr. Ushy Mohan Das during #TheLivingRoom session live-streaming on Thursday, 30th April at 4:30 PM. Free Registration: www.facebook.com/columbia.pacific.communities

The veteran actor will hold a Facebook Live session as part of #TheLivingRoom initiative by Columbia Pacific Communities on April 23 at 4 pm Like many others, veteran actor Kabir Bedi’s projects, including a film and play he has written, have come to a halt owing to the lockdown. But far from going stir-crazy, he says he is enjoying this time greatly. “I have been wanting to sit down and write my autobiography for a long time. Finally, I have got uninterrupted time. I don’t have to go outside; no social pressures. I am in a positive, creative space and getting along beautifully with my autobiography.” Stating that the autobiography should be out early next year, he adds, “I have had a career on three continents, been on The Bold and the Beautiful, a Bond film (Octopussy)… There are many stories in my life that I want to share, many experiences and insights. So, all that is being put together right now.” In addition, Kabir will be part of #TheLivingRoom, an initiative by Columbia Pacific Communities. Under it, 40-minute Facebook Live sessions are being held with personalities from various fields with the aim of giving senior citizens the chance to interact with them. So far, actor, filmmaker and activist Nandita Das, comedian Anuvab Pal, motivational speaker Rinku Swahney and cricket commentator Charu Sharma, have taken part.   Says Kabir, “I think the older generation needs to be talked to. They are the most vulnerable group in this crisis. They should be given the respect they deserve. After all, the younger generations are standing on the shoulders of the older generation. So, we should thank them and they should know they are not forgotten and that we are happy to talk to them, be with them and share time with them.” He adds, “We are in a period of change, a change that is coming so suddenly and so dramatically. There is not going to be a return to normalcy. Because the old normal is gone. Maybe masks will become socially acceptable, social distancing will be the norm, and maybe video conferencing will become the way people meet. Lots of changes are going to take place. We have to come to terms with that and embrace it and make sure that as far as it can be, a much better world than one we left behind.” On whether he has any advice for those experiencing a touch of cabin fever, he says: “If people are going stir-crazy, they are looking at it negatively. Look at it positively. Don’t think about what you lost, think of what you gained. You have lost the ability to meet your friends, and go to parties and restaurants but you have also gained time for introspection, your family and your creativity. And you have gained time to think about the things that matter most to you in life. Take it as a gift. The glass is not half empty, it’s half full.” Kabir Bedi’s session will be held on April 23 at 4 pm. Register on www.facebook.com/columbia.pacific.communities

The world has come to a standstill with social distancing and lockdown becoming a norm to curb COVID-19. Columbia Pacific Communities, India’s largest senior living community operator, through its new virtual talk show initiative #TheLivingRoom urges seniors to make the most of this lockdown period and helping them stay inspired and motivated through meaningful conversations.   The initiative, #TheLivingRoom, a series of 40-min Facebook Live sessions will give seniors access to interact with some of the finest minds in our country on social media. These include stalwarts, experts, professionals, popular personalities. As part of the series, Columbia Pacific Communities has already roped in comedian Anuvab Pal,medical expert Dr. Mahesh Mylarappa, cricket commentator Charu Sharma, actor, filmmaker and activist Nandita Das, motivational speaker and the author of ‘My Life I Decide’ Rinku Swahney. The forthcoming sessions will feature, actor Prakash Belavadi; ad guruPrahlad Kakkar, and veteran actor Kabir Bedi.   Commenting on the campaign, Piali Dasgupta, Vice President – Marketing, Columbia Pacific Communities, said, “We are using technology and the power of social media to bring people closer at a time when social distancing is the order of the day. The idea behind The Living Room is to bring experts, stalwarts and opinion leaders straight to people’s living rooms and give our audience the opportunity to engage and interact with them meaningfully. We are very grateful to all the luminaries and experts that have partnered with us in a bid to give our seniors something to look forward to while they are locked down.” When it comes to battling anxiety and hopelessness during torrid times, there are few things that beat the power of an engaging conversation. And with a series of engaging conversations with popular personalities and experts, Columbia Pacific Communities hopes to keep the spirits of its  seniors high. The aged are among the most vulnerable sections of the population as far as COVID-19 is concerned. Hence it’s not only important for them stay home to stay safe, but also ensure that they are positively engaged while they spend their time indoors. Free Registration: www.facebook.com/columbia.pacific.communities

With the nation observing a lockdown of 21 days to curb the spread of COVID-19, Columbia Pacific Communities has launched their 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. The brand has championed the cause of positive ageing and shattered age-related stereotypes through many of its previous campaigns. Columbia Pacific Communities believes that it is particularly important to keep seniors active during this lockdown period. The idea behind the #PositiveLockdown series is to help seniors stay physically and mentally active and healthy so that they can glide over this rough patch. With a fresh new idea every day, the campaign urges seniors to do everything that they haven’t found the time to do all this while. Whether it’s reading some of the most popular classics, discovering exotic spices, trying out Yoga or learning a new tune on their guitar, the campaign presents them the best ways to make these 21 days productive even while practising social distancing. Seniors are among the most vulnerable sections of the population as far as COVID-19 is concerned. Hence it’s not only important for them to stay home to stay safe, but also ensure that they are positively engaged while they spend their time indoors. The campaign also showcases the benefits of living in a senior living community in these times of distress, with a robust support system taking care of every need of seniors. Commenting on the campaign, Piali Dasgupta, Vice President – Marketing, Columbia Pacific Communities, said, “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.”

Bangalore, April 2, 2020: With the nation observing a lockdown of 21 days to curb the spread of Covid-19, Columbia Pacific Communities has launched their 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. They brand has championed the cause of positive ageing and shattered age-related stereotypes through many of its previous campaigns. Columbia Pacific Communities believes that it is particularly important to keep seniors active during this lockdown period. The idea behind the #PositiveLockdown series is to help seniors stay physically and mentally active and healthy, so that they can glide over this rough patch. With a fresh new idea every day, the campaign urges seniors to do everything that they haven’t found the time to do all this while. Whether it’s reading some of the most popular classics, discovering exotic spices, trying out Yoga or learning a new tune on their guitar, the campaign presents them the best ways to make these 21 days productive even while practising social distancing. The aged are among the most vulnerable sections of the population as far as COVID-19 is concerned. Hence it’s not only important for them stay home to stay safe, but also ensure that they are positively engaged while they spend their time indoors. The campaign also showcases the benefits of living in a senior living community in these times of distress, with a robust support system taking care of every need of seniors. Commenting on the campaign, Piali Dasgupta, Vice President – Marketing, Columbia Pacific Communities, said, “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.”

Seniors living in communities designed with their needs in mind count on the service providers to be their shield from COVID-19. In line with the Prime Minister’s first message on the subject, our protocols have been designed around the principle of “Precautions NOT Panic.”   The initiatives taken rest on the three pillars of: Raising awareness – Sharing the right information and dispelling myths about COVID-19 that are widely being shared via WhatsApp. Prevention – Steps taken at every level of the operation to prevent the ingress of the virus Promotion – Increase in activities and habits that enhance immunity and morale while respecting social distancing. A. Awareness measures Bulletin, posters and updates on government policies are being shared through the Community notice boards and Whatsapp groups. Briefings by medical doctors and officials from the local administration to assure residents that support is available. Conducting regular health awareness programmes on the importance of sanitation and hygiene for staff and their families. B. Preventive Measures Time bound handwashing practice for staff has been introduced. Hand sanitisers and disinfectants have been placed throughout the community. Any staff member detected with symptoms is immediately isolated and sent for medical checks and follow ups. Single residents’ health is checked upon every day by the wellness staff; couples have been educated to report any symptoms to the medical teams. Commonly touched surfaces are being constantly and consistently sanitised. No outsiders are allowed into the community; home delivery is being handled by the community personnel. C. Promotive Measures Residents returning from overseas are being advised to self-quarantine for a period of 14 days. Residents have been advised to avoid visiting crowded areas, unsafe and unclean areas. Balanced nutrition and regular physical activities are being carried out while being conscious of social distancing. Community events involving outsiders have been minimised. We hope and pray that these efforts will stand us all in good stead.

With the coronavirus pandemic showing no signs of abating, several nations have enforced strict measures such as suspension of travel, closing borders and restricting movements of its citizens, among others. India, too, announced a 21-day lockdown to help contain the spread of the coronavirus that has infected more than 400,000 people globally and killed over 18,000. The worst affected are senior citizens, according to the biggest case study on COVID-19 by JAMA. Countries such as China, Iran, and Italy showed that people in this category are twice as likely to contract the virus. This is largely due to weaker immune systems, which makes it harder for their bodies to fight off infection. Also Read Coronavirus: Karnataka govt issues passes to regulate movement of people While global authorities have repeatedly stressed the need to take precautions and stay at home, it is imperative for the elder generation to be extra cautious due to their susceptibility in contracting the COVID-19.  SocialStory spoke with a few experts in the field of elder care, who shared some tips on ensuring a safe survival in these tough times.   “One must ensure that there is an increase in consumption of Vitamin C; this can be found in amla, citrus fruits, and supplements, among others,” said Prashanth Reddy, Founder and Director of Anvaaya Kin Care, a technology-enabled personalised senior care platform. The company operates in Hyderabad, Bengaluru, and Chennai, and serves more than 1,000 families through personal care managers.   “Consuming more organic products that have a diverse bacteria population should also help in boosting immunity,” he added.  Prashanth offers a list of precautions to help elders mitigate the risk of contracting the virus. – Get your daily dose of Vitamin D by spending time under the sun, while also socially distancing yourself – Make sure you get enough sleep – Monitor your blood glucose levels if you are diabetic – Eat meals and take prescribed medications on time Also Read Coronavirus anxiety: Here’s a roadmap on how to stay calm and protect yourself Reddy also stressed on the need to break the chain of COVID-19 as it does not exhibit symptoms in a host’s body for three to four days, making it difficult to identify.  “…One cannot correctly predict such situations. This virus has the potential to bring the entire health system crashing, as seen in Italy, Iran and China. Everyone must closely follow government guidelines and enforce social distancing till the time the advisory is on. More so, senior citizens must avoid being around their children and grandchildren if things get worse,” Prashanth added. Taking the right steps Reddy’s Anvayaa has taken a few steps to insulate its staff and members from accidental exposure. Care managers have been exhaustively trained and briefed on implementing social distancing when interacting with elders, imparting correct advice, dispelling myths and rumours, and eliminating any glitches in the elders’ day-to-day needs.  The company claims to have a city-specific plan of action that involves supplying essentials like hand sanitisers and face masks to Anvayaa’s elder members due to the difficulty in finding them at stores. Meanwhile, Columbia Pacific Communities, a developer of senior living communities, said its residents were well informed and aware of the situation. “Strict measures are being taken in terms of social distancing… As residents of Columbia Pacific Communities, they must remain cautiously confident of an entire community having their back,” said Mohit Nirula, Chief Executive Officer. In a nutshell The same precautions that are prescribed for all citizens must be followed by seniors as well, but with even more diligence and higher discipline. Hand hygiene and social distancing are important to reduce the risk of exposure.    “There are very few things that are both selfish and sensible — social distancing is one such thing,” Mohit said. However, one must also be cautious of misinformation that is rampant in the wake of social media and instant messaging services. Mohit warned people to stay away from “forwards” and misinformation on WhatsApp.

#StaySafeSeniors Simple steps that seniors can follow to stay safe from Coronavirus By  Dr.Kanchan Sanyal, Advisor Health and Wellness, Columbia Pacific Communities. While the coronavirus outbreak poses health risks for everyone, officials have made clear that seniors are the most vulnerable to coronavirus.The highest rate of fatalities is among older people, particularly those with underlying medical conditions. In such distressing times,  it is important to take measures to #StaySafeSeniors. Here are some steps to reduce the risk of contracting the virus: Clean hands, safe you- Wash your hands often with soap and water for at least 20 seconds or use an alcohol based sanitizer time to time to keep your hands and frequently used surface clean. To go out, or not to go out – It is suggested to cancel non-essential doctor visit and to opt for scheduling a video session for appointments that can’t be missed.Going out in public during this time will be unsafe. Video call visitors –Seniors should not encourage visitors. Instead, should opt for video calls to stay in touch with their friends and families. It is advisable to designate someone close to you in case of emergency. Say ‘NO’ to gatherings – In the current situation, seniors should avoid attending weddings, parties or functions. Staying home is the best way to keep yourself safe. Stay in, stay safe – Older people should try to stay at home as much as possible and avoid using public transport and should cancel all travel plans. Any outside exposure might result in catching the virus. Stay occupied, stay calm – In these stressful times, it is important to keep yourself occupied as it helps in keeping calm. Engage in activities that can be performed at home. Reading, writing, painting and playing board games are a good way to keep you engaged. Please ignore fake news and messages being circulated on social media.

Cause marketing is taking centre stage in a big way The brand purpose at Columbia Pacific Communities, a senior living community operator, which has close to 1,600 residential units under management in five cities, is to champion the cause of positive ageing. “This purpose came to us quite organically. It is not just our brand credo. In many ways, it is our singular, unifying war cry,” says Piali Dasgupta, VP-Marketing, Columbia Pacific Communities. Over the past year, the company, which has created nine senior living communities across South India, has expressed this purpose in myriad ways. Its integrated digital marketing campaign ‘Relearn’, launched last year, was created with the sole objective of shattering age-related stereotypes. In another campaign and in a bid to take the message of positive ageing to the streets of Bengaluru, a few days before last Christmas, the company presented South India’s first senior citizens flash mob at busy locations such as Church Street, Brigade Road, Garuda Mall and VR Bengaluru Mall. “Nine senior citizens, dressed in Christmas red, wearing Santa hats, danced to Jingle Bell Rock and Jingle Bells in crowded public spaces. This experiential marketing campaign drove home the message that age is never a deterrent in driving one’s passions and aspirations,” says Dasgupta, adding that purpose-driven marketing is the present and also the future. “It is what differentiates a transactional brand from a brand that is high on EQ. It is the only way a brand can build a real, lasting connection with its audience,” she says. Doing good Cause marketing has taken centre stage in a big way. Finding and implementing brand purpose into marketing has been shown to lead to incredible growth and brands are going the extra mile to introduce purpose into both their offerings as well as interactions with consumers. Take Dropledge, a Mumbai-based, social cause-focused tech company, which recently released a game to promote clean oceans and highlight the dangers of plastic dissemination. With the underlying philosophy ‘Where play is purpose’, Dropledge envisions collective participation to eradicate societal and environmental issues. Sonia D’Souza-Bhavsar, Co-Founder, Dropledge, says issues of global scale cannot be solved by a few individuals. The firm uses scientific research and analysis to understand the origin of issues, existing state, the efforts taken and the missing gap. Sheetal Kadam, Co-Founder, Dropledge, adds that the gamified initiative brings in collective engagement towards the cause of saving marine life. Most marketers tend to recognise the value of developing content based on a shared interest in supporting a worthy cause or taking a stand, but success in purpose-driven marketing requires brands to go beyond that. Brands need to execute the right purpose-driven marketing strategy in an authentic, organic way that brings benefit to everyone involved. Ad veteran Ramesh Narayan insists, “a higher purpose is a great differentiator in a world of almost perfect competition. That is just the first hook. Today’s younger customer is seeking far more than just the basic attributes of a product or service.” It is not enough that Coke is the ‘Real Thing’, he continues. “These days, customers want to know if Coke bottlers are depleting ground water resources in places where it is a problem. Therefore, most large, responsible and smart companies are not just doing good, but also saying they are doing good.” Authenticity speaks Trust and authenticity are two incredibly important traits to today’s consumer, says Nick Emery, Global CEO, Mindshare. And since purpose reflects the merit, trustworthiness and authenticity of a brand, it speaks to the brand’s potential for success. “Any change in the structure of a company is always based on a temperature check of the market. The CEO wants to be one step ahead rather than one step behind. It doesn’t take a genius to work out that most brands these days want to do something with purpose,” adds Emery. Noting the clarion call across the globe by brands intent on driving a purposeful agenda, the CEO says Mindshare has been including ‘brand purpose’ as an integral part of its campaigns. Emery insists, “Brands want to wear purpose as a badge these days. As we ideate on campaigns, we always include one which reflects the purpose of the brand and add that to the mix.” Redickaa Subrammanian, CEO and Co-founder of Resulticks, a marketing automation platform concurs. “Purpose-driven marketing empowers businesses to connect and engage with their target audience on a personal level, forming bonds of shared interest and trust that are key to brand preference and loyalty.” She says brands with a clear social purpose create a three-pronged impact — “the ”first being purpose integration into business which leads to sustainability and scalability; second being purpose-driven marketing which results in reliability and credibility emerging out of goodwill built over time, and thirdly, like-minded external partners brought into the business ecosystem.“ FMCG brands have been taking on a greater purpose by navigating the challenges brought about by the urban-rural divide so prevalent across the country, as did Lifebuoy with ‘The Adaptive Data Lighthouse’ campaign, which tracked the rise of incidences that could lead to communicable diseases. MA Parthasarathy (Maps), CEO of Mindshare, South Asia, says reaching out to rural consumers has always been a challenge for brands. With 70 per cent of Lifebuoy’s sales coming from rural India, the agency decided to build on Lifebuoy’s identity of being a purpose-driven brand. Two of Mindshare’s core pillars — data and technology — were utilised to create an innovative alert system. The agency had identified 21 communicable diseases that could be reduced by hand-washing. The warning system alerted consumers most at risk of life-threatening diseases through an automatic calling system. Being contextual to the prevalent disease in their village, consumer receptivity was high, resulting in high recall. Mindshare’s campaign, which received several accolades, turned out to be a bright example of purpose-driven marketing as it was relatable. Rajeev GN, VP-Marketing at home interior design firm HomeLane, says purpose-driven marketing tends to be very relatable at a personal level to consumers. Moneka Khurana, Country Head, Mobile Marketing Association (MMA) India, says, these days everyone wants to feel that they are a part of something bigger. “They are driven to connect, to grow, to make a difference. Customers are passionate about their causes and they love the idea that your brand has one too. That’s the foundation of purpose-driven marketing,” she says.