NEWS of Columbia Pacific Communities

In a recent nationwide survey of 5,000 older people, Agewell Foundation found that 70% of elderly were either already facing health complications or fearing to develop some medical complications due to the lockdown restrictions J.D.N. Sharma and his wife had been planning to move into an assisted living facility for seniors for a year. They had even narrowed down their search to six possible institutions. With friends in Columbia Pacific’s Serene Urbana facility in Bengaluru, they decided to stay there for some days as a trial when news started coming in that older adults are at an increased risk of covid-19. Few days later, the nationwide lockdown was announced, and the couple was stuck. “My son is in Canada, so living alone can be tiresome for us. But at Columbia, everything is taken care for us, from grocery runs to medical care. I think this is the place I would want to be in,” says Sharma, 75, who has since booked a place in Columbia Pacific Communities. Like the Sharmas, many seniors, with no immediate or extended family around, are considering elderly homes, especially after the covid-19 outbreak. Mohit Nirula, the CEO of Columbia Pacific Communities, says the enquiries for houses have jumped from 70-80 in a week in January to about 450 a week now. “Earlier, the calls would be from children who stayed away from parents or seniors above the age of 70. But now, the enquiries are from all age groups.” In a recent nationwide survey of 5,000 older people, Agewell Foundation, which works for the welfare and empowerment of older persons, found that 70% of elderly were either already facing health complications or fearing to develop some medical complications due to the lockdown restrictions. Anxiety, sleeplessness, lack of appetite and lack of physical activity was found to be the most critical health challenge. Himanshu Rath, founder-chairperson of Agewell Foundation, says, “We have been getting calls from seniors who have a very pessimistic outlook on life right now. They now believe there is no tomorrow, they are asking for a draft to a will. These calls earlier would be limited to maybe four or five in a day. But during the lockdown, has shot up to 80-100 daily.” The 40-seater Silver Lining Old Age Home in Delhi, too, has witnessed a threefold jump in enquiries during the lockdown. While earlier bookings were made after looking at the facility, during the lockdown there have been three bookings without any visit. S.K. Jain, trustee and head of medical unit, Silver Lining Old Age Home, believes the sudden spike is because of the fact that an old age home is run by doctors. “Most seniors in India have associated illnesses – diabetes, hypertension, blood pressure. The calls we have got are usually from children who live in a different city or country and are worried about their parents and want them to be someplace safe.” That’s why Shakunthalai, who uses only one name, and her husband decided to live in Columbia Pacific much before the lockdown was announced. She confesses that had they decided to continue to live on their own, even simple tasks like grocery purchases, would have been a big issue. More importantly, the much-needed social interaction would have been limited to calls with relatives once in a while. Assisted living facilities well understand the importance of social interaction among older adults. Ashiana Housing, a housing solutions provider with a focus on seniors, for example, regularly organizes fun activities for its residents. Senior living at Ashiana jumped to 37% in May from 4% in December. “We have had tambola nights, knitting showcases, quizzes for our residents. They needed some hand holding in terms of how to log on to our Facebook page to take part, but now they have been posting their videos and sharing with residents in other centres,” says Ankur Gupta, joint managing director, Ashiana Housing.

In order to engage senior citizens meaningfully during the lockdownhere is the thirteenth edition of The Living Room. These talk shows are being hosted through the live video streaming feature of Facebook, FB Live. In these times of rising medical costs and high inflation, there is a need to understand the scope of health insurance policies carefully. The next session at #TheLivingRoom with Anuj Jindal, co-founder of SureClaim, India’s first insurance claim advisory dedicated to solving customers’ health insurance claims, will explain how to use medical insurance smartly. Be part of the session to know more about effective use of medical insurance at #TheLivingRoom session live-streaming on Thursday, 28th May at 4:30 PM. Free Registration: www.facebook.com/columbia.pacific.communities

Columbia Pacific Communities, a senior living community operator, has appointed Famous Innovations as its creative agency on record. The account was won after a multi-agency pitch.   Famous’ Bengaluru office will manage the mandate.   Piali Dasgupta, VP – marketing, Columbia Pacific Communities, said, “With a vision to help seniors live healthier for longer, our offering is a unique amalgamation of wellness, real estate, hospitality and technology. Senior living is an emerging category and a novel concept in India, The category is high on EQ and empathy and therefore requires communication that is backed by a strong, compelling narrative. Famous was able to synthesise this in a simple way and speak to the heart, not the mind.”    Raj Kamble, founder and CCO, Famous Innovations, said, “At Famous, we are always excited to work with brands that have a meaningful purpose at their core. Doing well yes, but also doing good. That’s what we found in Columbia Pacific Communities and we believe their purpose is more important now than ever before because people need the safety and trust they provide. We are eager to partner the brand in exploring their complete potential.”

Columbia Pacific Communities, a leading senior living community operator, has appointed Famous Innovations as its creative agency on record. The account was won after a multi-agency pitch and will be managed by the agency’s Bangalore office. Call for entries open for BuzzInContent Awards 2020  Piali Dasgupta, VP, Marketing, Columbia Pacific Communities, said, “With a vision to help seniors live healthier for longer, our offering is a unique amalgamation of wellness, real estate, hospitality and technology. Senior living is an emerging category and a novel concept in India, The category is high on EQ and empathy and requires communication that is backed by a strong, compelling narrative. Famous was able to synthesise this in a simple way and speak to the heart, not the mind.” In less than two years of operations in India, the brand has already bagged 10 coveted marketing awards for its digital campaigns, offline campaigns and its website. Raj Kamble, Founder and CCO, Famous Innovations, added, “At Famous, we are always excited to work with brands that have a meaningful purpose at their core. Doing well yes, but also doing good. That’s what we found in Columbia Pacific Communities and we believe their purpose is more important now than ever before because people need the safety and trust they provide. We are eager to partner the brand in exploring their complete potential.”

Columbia Pacific Communities has appointed Famous Innovations as its creative agency on record. The account was won after a multi-agency pitch and will be managed by the agency’s Bangalore office. Piali Dasgupta, vice president, marketing, Columbia Pacific Communities, said, “With a vision to help seniors live healthier for longer, our offering is a unique amalgamation of wellness, real estate, hospitality and technology. Senior living is an emerging category and a novel concept in India, The category is high on EQ and empathy and therefore requires communication that is backed by a strong, compelling narrative. Famous was able to synthesise this in a simple way and speak to the heart, not the mind.” Raj Kamble, founder and chief creative officer, Famous Innovations, added, “At Famous, we are always excited to work with brands that have a meaningful purpose at their core. Doing well yes, but also doing good. That’s what we found in Columbia Pacific Communities and we believe their purpose is more important now than ever before because people need the safety and trust they provide. We are eager to partner the brand in exploring their complete potential.”

Columbia Pacific Communities, India’s largest senior living community operators, has appointed Famous Innovations as its creative agency on record. The account was won after a multi-agency pitch and will be managed by the agency’s Bangalore office. Piali Dasgupta, VP-Marketing, Columbia Pacific Communities, said, “With a vision to help seniors live healthier for longer, our offering is a unique amalgamation of wellness, real estate, hospitality and technology. Senior living is an emerging category and a novel concept in India, The category is high on EQ and empathy and therefore requires communication that is backed by a strong, compelling narrative. Famous was able to synthesize this in a simple way and speak to the heart, not the mind.” In less than two years of operations in India, the brand has already bagged 10 coveted marketing awards for its digital campaigns, offline campaigns and its website. Raj Kamble, Founder and CCO, Famous Innovations, added, “At Famous, we are always excited to work with brands that have a meaningful purpose at their core. Doing well yes, but also doing good. That’s what we found in Columbia Pacific Communities and we believe their purpose is more important now than ever before because people need the safety and trust they provide. We are eager to partner the brand in exploring their complete potential.” Columbia Pacific Communities is India’s largest and most experienced senior living community operators with over 1600 residential units under management in 5 cities and 9 locations across south India. As the pioneers in this category, the award-winning community operators is committed to reimagining the concept of senior living in India and create world-class practices that exceed these expectations of its stakeholders. It is part of the Seattle-based Columbia Pacific Group, one of the foremost developers of senior living communities in the United States and China. Founded by entrepreneur and senior living pioneer Dan Baty, Columbia Pacific has more than 40 years of experience and expertise in designing, building and managing senior housing communities around the world. The team, with the expertise of its principals in the United States of America and its partners in India, brings together rich experience in senior housing design, development and management. Famous Innovations is a five-time winner of South Asia Independent Agency of the Year. It was also listed among the World’s Top Independent Agencies ‘16, ’17 and ’18 by The Network One. Its list of clients includes Nestle, Burger King, Livpure, Titan, Times Group, Lakme, Van Heusen, Mahindra, D Décor, Platinum Jewellery, etc.

The account was won after a multi-agency pitch. Columbia Pacific Communities, India’s largest senior living community operators, has appointed Famous Innovations as its creative agency on record. The account was won after a multi-agency pitch and will be managed by the agency’s Bangalore office. Piali Dasgupta, VP-Marketing, Columbia Pacific Communities, said, “With a vision to help seniors live healthier for longer, our offering is a unique amalgamation of wellness, real estate, hospitality and technology. Senior living is an emerging category and a novel concept in India, The category is high on EQ and empathy and therefore requires communication that is backed by a strong, compelling narrative. Famous was able to synthesize this in a simple way and speak to the heart, not the mind.” In less than two years of operations in India, the brand has already bagged 10 coveted marketing awards for its digital campaigns, offline campaigns and its website. Raj Kamble, founder and CCO, Famous Innovations, added, “At Famous, we are always excited to work with brands that have a meaningful purpose at their core. Doing well yes, but also doing good. That’s what we found in Columbia Pacific Communities and we believe their purpose is more important now than ever before because people need the safety and trust they provide. We are eager to partner the brand in exploring their complete potential.”

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.  The 40-second film is targeted towards the viewers of ‘TATA Sky Seniors’ a channel that caters to an older audience  who are progressive and positive in their thoughts and actions. The TVC has been designed and conceptualised to bring out the small and big things that make community living a truly wholesome, fulfilling, safe and positive experience. In times of crisis, seniors living in a community are much better looked after and protected than those living independently.  The campaign urges senior citizens to enjoy their golden years being independent and worry-free. Highlighting the concept of the TV campaign, Piali Dasgupta, Vice President, Marketing, Columbia Pacific Communities, says, “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 will always be special because it was conceptualised and scripted by our creative agency Famous Innovations and produced in house using stock images while adhering to social distancing and quarantine norms.” In a span of 40 seconds, the TVC showcases the brand ethos of positive ageing. The film celebrates the idea of a healthier, happier, worry-free, independent and more purposeful future for seniors who choose to live in a community of like-minded people. Thereby encouraging them to opt for India’s first senior living community designed to international standards, The Virtuoso Club and Serviced Residences, Bangalore. The TVC is scheduled to go live on  TATA Sky Seniors channel from May 15, 2020.

Meanwhile, residents of Sneh Sawali-Aapla Ghar, an old age home under Shri Shankar Maharaj Seva Mandal, Chinchwad, occupy themselves with walks, board games, watching movies and the daily telecast of the epics Ramayana and Mahabharata. Mohit Nirula, CEO, Columbia Pacific Communities, says they had taken several measures to keep senior citizens informed about facts related to the pandemic. (Representational Photo) To find relief in the prolonged lockdown and the monotony that it brings about, several senior citizens are engaging in various activities, to keep themselves busy. These include video calls with their loved ones, finding more time to read, listening to music and watching movies, as well as meditation and walks to keep up. “I spend my mornings with street dogs that I feed on a regular basis. Otherwise, I listen to the radio or engage in evening conversations with residents of my society, while maintaining a safe distance,” says 68-year-old Nauzer Irani, a resident of Lullanagar, describing his routine during the lockdown. He adds that while the frustration seeps in due to the pandemic and the subsequent lockdown, he hopes things will be better soon. Satya Mani, 74, says, “Our days start with us finishing small chores around the house. We get plenty help from the people in our society. I spend my time reading or in the kitchen, while my husband extensively reads articles on science and technology on his phone. We also video call our children and grandchildren. I am worried about my two sons, who live in New Jersey and Michigan, as the situation in the USA is grim.” Her husband, G S Mani says he applauds the government and the local administration bodies for their efforts. “I have been a critic over the years but they have done a good job to control the situation. I hope now, people will listen too, so that we come out of this soon,” says the 78-year-old. Meanwhile, residents of Sneh Sawali-Aapla Ghar, an old age home under Shri Shankar Maharaj Seva Mandal, Chinchwad, occupy themselves with walks, board games, watching movies and the daily telecast of the epics Ramayana and Mahabharata. “The residents keep each other company and we made them understand the gravity of the situation. While for some it was not an issue, for the ones who are more socially active and extroverted, the lockdown comes as a restriction. But with various activities, they keep themselves engrossed while we look after their health and wellbeing,” says Dr Avinash Vaidya, a consultant pathologist and chairperson of the old age home. With close to 1,600 residential units in five cities and nine locations across south India under the management, #TheLivingRoom, a digital initiative by Columbia Pacific Communities, has seen senior citizens in these communities host talk shows with experts and luminaries from diverse fields via Facebook Live. Mohit Nirula, CEO, Columbia Pacific Communities, says they had taken several measures to keep senior citizens informed about facts related to the pandemic. #TheLivingRoom is a series of 40-minute Facebook Live sessions, which gives senior citizens access to interact with stalwarts, experts, professionals and popular personalities. As part of the series, Columbia Pacific Communities has already roped in comedian Anubav Pal, medical expert Dr Mahesh Mylarappa, cricket commentator Charu Sharma, as well as actor, filmmaker and activist Nandita Das and veteran actor Kabir Bedi. “This is a good initiative to talk to experts and actually be able to ask them about their work and advice on how to cope with and make constructive use of this lockdown,” says 71-year-old S Gowrishankar from Serene Idigarai by Columbia Pacific Communities