In India, an estimated 138 million citizens are approaching the golden age. Unlike the generations before them, these independent, financially stable, well-travelled, and socially connected individuals approach life – retirement or not – in their own way. They defy the conventional notions of senior living and demand a fuller life.

Columbia Pacific Communities, one of the leading independent senior living communities in India, was founded to address this growing demand in the country and to completely reimagine senior living.

Senior citizens are often portrayed through stereotypes as tired, grumpy, and irritable individuals. This campaign aims to challenge these stereotypes and shed light on the their multifaceted nature. The primary objective is to redefine society's perception, emphasizing that they are not limited to stereotypes but rather are a vibrant generation filled with energy, passion, and a zest for life. The idea is to challenge society's preconceived notions about them and replace them with a more positive perception and to promote a more inclusive and compassionate society.

I understand that today's seniors seek more than just a place to retire – they seek a community where they can thrive. The campaign here aims to show that at Columbia Pacific Communities, they offer more than just housing; they provide a lifestyle that celebrates individuality and encourages active engagement. Through my work, I aim to showcase how Columbia Pacific Communities is revolutionizing senior living, providing a space where residents can live life on their own terms, regardless of retirement status.