NEWS of Columbia Pacific Communities

If you’re spending more time catching up on TV shows than catching up on your shut-eye, you might be hampering all your other wellness efforts, like eating right and taking the time to exercise. Experts say that a lack of rest—whether from overstimulation, anxiety or other sleep-related disorders—can manifest as issues with your memory, blood pressure, immunity and even your skin. We spoke to three experts about what can actually happen when you’re not allotting enough time for a restful sleep. 1. Sleep deprivation can heighten issues with stress Stress and sleep are looped. Most of the time chronic stress leads to insomnia, and lack of restorative sleep leads to poor response to stress. In fact, Dr Sibasish Dey, head, medical affairs, Asia and Latin America, ResMed, explains how insomnia is not a state of sleep loss, but a disorder of hyper-arousal present during both the night and the daytime. When we are stressed, the emotional control centre of our brain called amygdala gets activated. This can cause cortisol production, which can lead to reduced mental resilience and a longterm fight or flight syndrome. “At a more advanced level, sleep deprivation can over-stimulate parts of the brain and even lead to permanent brain damage. This is because of the brain’s ‘neural plasticity’—which means its ability to adapt to new situations alters,” adds Dr Dey. 2. A lack of sleep can lead to difficulties in decision-making “During sleep, the brain is relatively in a low metabolic state, and this helps the lymphatic system clear out toxins that have accumulated during the day. Memories are consolidated during sleep, and the different systems of the body are in a restful state,” explains Dr Lancelot Pinto, consultant respirologist, PD Hinduja Hospital Mumbai. It is this role of memory forming that regulates our emotions and our responses, and a continued state of sleep deprivation can alter our decision making. Lack of energy, difficulty concentrating, memory loss and loss of interest in hobbies or activities are the common symptoms. Studies have proved that those who have had a good night’s sleep are more likely to perform better at tasks that require concentration and memory. “REM sleep plays a big role in the learning process, cognition and synaptic cross linking. Between the stages of sleep, deep sleep helps in declarative learning and REM sleep helps in learning skills. There is increased focus, more attention span and good grasping capacity if one gets enough sleep. Hence, there is increased alertness and productivity,” says Dr. Karthiyayini Mahadevan, head of wellness and wellbeing, Columbia Pacific Communities. 3. It can hamper immunity While you have been stocking up on the healthy groceries and nutritional supplements, have you considered clocking another hour of sleep to increase immunity? “Research has proven that adequate sleep helps in the development of T cells which are immune cells that help fight intracellular pathogens such as virus infected cells, for example, flu, HIV, herpes, and cancer cells,” adds Dr Dey. Without sufficient sleep our bodies make fewer cytokines, a protein that fights infection and inflammation triggering an immune response. Plus,”the white cells which defend our immune system are not circulated to the regions called lymph nodes. This redistribution of the white cells happens only when we sleep well,” confirms Dr Mahadevan. 4. It can mess with your appetite “Ghrelin and leptin are two hormones that impact hunger, and how you sleep affects their production. Ghrelin’s role is to stimulate appetite, while leptin has the counterbalancing ability to decrease appetite. But, when there is sleep deprivation, there is an increase in the level of ghrelin, while the level of leptin falls, leading to an increase in hunger,” explains Dr Dey. 5. Getting too little sleep can cause heart and blood pressure disorders Sleep deprivation is a prominent cause of issues like hypertension, cardiovascular issues, blood pressure, and various other diseases. During sleep hours, blood pressure is low and balanced. Having sleep problems means your blood pressure stays higher for a longer amount of time, which can cause issues long-term. 6. It can cause dry, sallow skin If you haven’t slept a couple of days, your skin can be dull and your eyes puffy. But chronic sleep loss can cause cortisol production, which in excess amounts, can break down skin collagen, which is the protein that keeps it smooth and elastic. Plus, sleep loss also causes the body to release too little human growth hormone (HGH). HGH is important in the creation of muscle mass, which is needed to strengthen the skin’s scaffolding.

Dr. Karthiyayini, Head of Wellness and Well-being at Columbia Pacific Communities Globally, the population of the elderly is growing rapidly. According to WHO (World Health Organisation) statistics, between 2015 and 2050, the proportion of the world population over 60 years will nearly double from 12% to 25%. Longer life spans, focusing more on the physical aspects of health while ignoring the emotional and mental aspects have brought to light more pertinent questions about well-being to the fore. Impact of Covid-19 on the mental health of seniors The current challenge has imposed a lot of changes in our ways of living. Elders with their pre-existing co-morbidities are exposed to greater risks. The most common mental health issues faced by seniors are anxiety, fear of death, and loneliness. All these are heightened exponentially in the present scenario. Moreover, those who already have mental health issues and are on medication for depression, bipolar disorders, or movement disorders are further pushed to experience severe forms of these illnesses during a pandemic How can we address this challenge? Any pandemic brings in a shift in the global consciousness. This is majorly due to the changes brought to one’s individuality. Any infectious illness is an outcome of a meeting between two agents, a host, and a microbial agent. This meeting with the virus can bring about either response as a series of symptoms or a reaction as a cascade of symptoms from the human body. Microbes are all around us. Responding to the virus as a foreign agent is different from reacting to the virus as an invader. The most important factor to consider is “the Individuality” of a person. This individuality, when exercised regularly at the physical, emotional, and mental realms in a balanced way, will make the meeting of the virus and triumphing over the illness easier. When the same individuality due to conditioning gets out of balance, the possibility of reacting to the situation with fear and anxiety occurs. This will bring out the worst in the illness affecting the physical and mental health of people. How can we balance this individuality? At the physical level: A balanced diet, nutrition, and regular exercises At the emotional level Artistic activities such as dance, music, art, and fun-filled games At the mental level New learnings to stimulate neurons through neurobics, mindful games, and mind-stimulating games Looking at life with a positive attitude turns the challenge into an opportunity. Impact of Covid-19 on people: Negative impacts Positive Impacts Isolation Given us all time to be with ourselves Hand hygiene – Our health in others’ hand We are now not only considerate towards ourselves but to others too. Personal Protective Equipment –Suffocation to oneself Preventing us from polluted environment Loneliness Time to introspect Social distancing – Distance at the physical Opened up a whole lot of possibilities to connect with people Time seems to have seized Has opened up more space Seeing the positive impact helps one respond to the challenges posed by the virus in a balanced way. This way one’s individuality is expressed and exercised to be in a balanced state of health. This is why community living plays an important evolutionary role in any global challenge and for a better future with a better quality of life. Conclusion According to WHO, mental and neurological disorders among older adults account for 6.6% of the total disability for this age group. Positive aging through appraisal towards holistic health is a way to improve the quality of life and address this emerging mental health problem. A healthy lifestyle with balanced nutrition, regular group physical activities, sharing and engaging the mind active with like-minded people are addressed at the individual level and at the community level in community living Hence, community living with supporting infrastructures should be encouraged by the public and private sectors to bring about a big change in turning any challenge into an opportunity.

In conversation with Dr. Karthiyayini, Head of Wellness and Well-being at Columbia Pacific Communities How can we reduce the risk of Alzheimer’s disease in senior citizens? A Census estimate from 2001-2011 revealed that in India, senior population had grown from 70 million to 104 million. In 2011, the population for people over 60 years of age was estimated to be 8.65 % of the total population. As life span increased, many geriatric issues were cropping up, leading to various illnesses. One of the most reported illnesses is dementia. One such form of dementia is Alzheimer’s Disease. It is a progressive disease that affects the memory and other important mental functions. Why is there a rise in this spectrum of illness? Modern medicine and technology have expanded the lifespan of human beings. In days of yore, most of the elders were holding the helm of their joint families and were given the pedestal of guiding their families to grow. This kept them mentally active and also engaged them in personal bonding with each member of their family. In the present day and age, this practice has eroded to an extent where elders have been relegated to a state of providing only affection. No advice is sought seriously, and in most cases, considering that elders will not understand, they don’t even get consulted. There are many other contributing factors such as change in lifestyle, exposure to pesticides and chemicals, lifestyle diseases like diabetes, cardiac illness, mental illnesses, stress-related illnesses and genetic predisposition. Early Markers of Symptoms for Alzheimer’s Disease There is an abnormal accumulation of protein called Amyloid, which gets deposited around the brain cells. Damage to the brain begins, even before symptoms appear. Commonly seen are the ones with difficulty in remembering recent events or conversations, which generally makes a person not socialize with the world. These lead to further progression of the disease. How can we manage the risk of Alzheimer’s Disease? Alzheimer’s Disease is a progressive disorder with no definite cause factor. There is a possibility to delay the progression of the ongoing illness by understanding the stage of the disease. The disease majorly affects the cognitive behaviour  of the individual. Change of lifestyle to the most organic way, balanced nutrition with locally grown vegetables and fruits, along with adequate physical activities will bring down the risk of genetic predisposition. Many studies show that there can be delay in the progression of this disease with the right dosage of coconut oil and Omega 3 fatty acids.Human beings begin our life as pure willing beings, then develop independent feelings and finally develop independent thinking. From there on, we meet and engage in the world through our thinking, feeling and willing faculties. So, to address this disease, we need to engage the will of the person through physical, sensory stimulation and unusual activities in order to address the feelings and mental activities. Mental exercises to enhance brain performance and improve mental fitness is possible through Neurobics – propounded by neurobiologist, Late. Lawrence Katz. Neurobics involves unusual sensory stimulation and non-routine actions and thoughts that will produce neurochemicals and encourage the growth of new synapses. Brain empowering activities Fun-filled games as a part of a group activity will bring joy to seniors and push their body beyond their physical limits. Traditional games like mah-jong, chaturang, Chinese checkers, snake and ladder etc. will bring happiness as it will connect them to their childhood memories. Mind games such as chess, Sudoku, puzzles and solving riddles play a very important role in enhancing the memory. Rebuilding the learning pyramid is done through Activities such as brushing teeth, combing hair with the non-dominant hand, walking backwards, change in the route of walk and change in the task. Sensory processing and empowering the perception through blindfold and undertaking small physical and mental tasks. Activities such as antakshari and recollection of old songs. Activities such as looking at the mirror and guessing the time on the wristwatch, tambola etc.

Mohit Nirula, CEO, Columbia Pacific Communities There are a variety of reasons that give us the confidence that the growth prospects of senior living sector are at an inflexion point. There are several factors that are currently impacting the senior living sector in India and many more that will only accelerate the growth of this solution. Senior citizens will constitute a quarter of the country’s population in the next 5 years – 350 million people, of whom 125 million stay in urban areas. At this stage of their lives, they have fulfilled their responsibility to their children, their parents, to their careers and to society and nation. With improving health standards and longer life expectancy, this is a demographic that is financially independent and has the best years of their life ahead of them. Senior citizens are hence the only demographic that have both the financial capability and the time to pursue their interests. At the same time, smaller families and changing family structures have meant that the number of “empty-nesters” – parents staying on their own as their children travel to different cities and counties in pursuit of their careers, is growing exponentially over the last decade and will only accelerate in the coming years. Communities designed with seniors in mind offer a lifestyle that fulfils their needs while also addressing their concerns and worries of their children with regards to medical support – especially as their parent’s age over time. The COVID – 19 pandemic and the contrasting experiences of senior citizens residing on their own vis-à-vis those who were part of a senior living community has further enhanced the demand for this solution. The real estate industry is also seeing the senior living sector as a new vertical that helps them diversify their portfolio, add a distinct and non-competing demographic to the residential sector while also serving an important need in society. We will see greater collaboration between credible real estate developers and service providers to bring this solution to seniors across Tier 1 and Tier 2 cities in the country. While selecting a home and community, future residents should reassure themselves of both the credibility and track record of the developer and the pedigree and sincerity of the service provider. Without exception, residents of senior living communities are moving into their “forever homes” not for the physical asset but for the services, facilities and activities that will allow them to age positively – remain physically fit, mentally alert, intellectually engaged in a socially stimulating environment. There is a huge gap in the supply of homes in communities designed for seniors and the demand. There are approximately 10,000 homes in urban areas within such communities with a further 10,000 homes in various stages of development. The demand, today, is for over 200,000 homes – a 10x gap. With the factors in play already, the demand is only expected to grow exponentially. Senior citizens residing on their own or in mixed family condominiums and their children residing away from their parents are both increasingly aware of senior living communities being the desired and preferred solution. At the same time, end to end senior living solution providers and leading developers in all geographies within India are coming together to create international standard communities that fulfil this need.

When Bengaluru resident Shraddha Kulkarni and her husband invested in a house, their priority was a gated community. And it couldn’t have been a timelier purchase. When the pandemic struck, they were worried about how they would manage and keep their family safe. However, the community proved to be proactive in taking charge and ensuring that their lives were not disrupted. “Since we have a supermarket inside the premises, we did not have to worry about stepping out. In fact, we saw alot of home services cropping up, like homemade food and beverages, etc within the community,” says the mother of two kids. A PARADIGM SHIFT: The emerging trend in community living has seen an increasing demand due to the pandemic. And T Chitty Babu, chairman and CEO of a leading realty firm in Chennai, affirms that in the last three months, their has been renewed enthusiasm to buy a home, “It is now a priority more than ever. Usually, the home-buying process would take a minimum of three site visits and negotiations. Now, we have a new set of customers who are investing without much negotiation. Additionally, we are also seeing alot more tenants getting converted to home-buyers, especially in these types of developments.” Ram Raheja, director of a Mumbai-based realty firm adds that the new consumer has different priorities regarding health, technology and socialising. “Home-buyers are no longer willing to settle for regular architecture and design; dis means they will look for upgrades to their units dat enhance health and provide comfort; community living can do just that.” Hemant Drolia, a Kolkata-based real estate consultant, adds that gated community and township projects are also adopting high quality eco-friendly building materials. “These buildings also has the provision of natural energy generation such as solar, wind and water, which buyers will also consider,” he says. NRIs ARE INTERESTED: ANAROCK research reveals that during the pandemic, their has been a strong rationale for living in gated communities as they provide a controlled environment. Also, comforted by the fact that each member of the family can lead a wholesome life, thanks to the state-of-the-art technology, gated communities has also become the preferred home option for NRIs during this pandemic, says S Vasudevan, chairman and MD of a Bengaluru-based realty firm. “The pandemic has led to increased job insecurity among NRIs. Gated communities are being looked at as alternate living options due to the well-developed infrastructure and amenities. The fact that they offer great ROI is an additional benefit,” he adds. SENIOR DEMOGRAPHICS: The pandemic brought to fore the problems faced by seniors living alone, especially about existing and potential medical issues. And that is where senior living communities has made inroads. In these kinds of developments, more than just social distancing, it is about physical distancing, says Mohit Nirula, CEO of senior living community projects in south India. “Here, all their requirements and needs are fulfilled by one agency for a seamless experience, with medical services available without having to step outside the gated community. It also reduces their dependency on external factors,” explains Nirula. Vasudevan adds that NRIs are also considering gated communities because of the senior living centres. “These homes facilitate a holistic lifestyle with easy access to medical professionals. Indians living abroad are not just considering these centres as a safe space for their ageing parents, but are also including it as a part of their own retirement plan.” Today, buyers are looking for safety in a home. “But not just in the physical sense – in terms of health security – a pharmacy close to home, hospital nearby, etc. Infrastructure inside the development’s premises is a priority,” concludes Babu.

Dementia is a syndrome in which there is deterioration in memory, thinking, behaviour, language,judgment and the ability to perform everyday activities. It is a chronic and progressive syndrome (a collection of symptoms) that usually brings about a deterioration of cognitive and emotional abilities, beyond what is expected of normal ageing. Even though dementia is more common among older people, it is not a normal part of the process of ageing. It is a syndrome that instils us with fear, worry, apprehension and sometimes, panic. It makes us ask difficult questions — will it be me or a loved one? Will I be the caregiver for a loved one? When will it happen? What shall I do? These questions remain unanswered for over 115 years, since dementia was first diagnosed. Sadly, the disease physically, psychologically, socially and economically, impacts not only the people who develop it, but also their caregivers, family, and society at large. Over 50 million people have dementia globally, and the number seems to be going up by 10 million every year. While we do not yet know the percentage of seniors affected by dementia in India (somewhere in the bracket of 1% to 5% of our population), it would be safe to conclude that with increased longevity, the number of cases is also likely to go up. This, in turn, indicates that dementia is likely to become one of the major causes of disability and dependency among the older age group. Clinically, there are around 400 different types of dementia.The commonest, however, is Alzheimer’s (around 60% to 70%), followed by vascular and early onset (frontotemporal) dementia. A group of diseases including Down’s Syndrome, Huntington’s, Parkinson’s HIV, traumatic brain injury, immune system disorders and metabolic diseases also contribute to dementia. The boundaries between the different forms of dementia are indistinct, and the mixed forms predominate the clinical findings. Dementia progresses over three broadly categorised stages. However, they merge and shift into each other constantly and often, seamlessly. Consequently, the approach for care has to be ever-changing and dynamic. Early stage The early stage of dementia is often overlooked because the onset is gradual. The symptoms are noticed by the spouse or near family members but are so embedded in the normal behaviour of the individual that it is difficult to pinpoint when it all started. There may be forgetfulness, losing track of time, feeling lost in familiar places and sudden bouts of anger. Middle stage As dementia progresses to the middle stage, the signs and symptoms become more apparent and restricting. These include forgetting recent events, names, feeling lost at home, wandering aimlessly, having increasing difficulty with communication, repeating tasks, questions and statements, with signs of aggression and docility at random intervals. Older adults may start needing help with personal care during this stage. Late stage The late stage of dementia involves total dependence and inactivity. Memory disturbances are serious, and the physical signs and symptoms become quite obvious. The patient becomes unaware of time and place, experiences, and shows signs of increasing cognitive deficits, needs assistance for self-care, mobility, and frequent behavioural changes take place. Tips for caregivers Always remember that if you are caring for someone with Alzheimer’s disease or related dementia, your role in managing their daily tasks will increase as the disease progresses. It helps to remember that you are dealing with the physical, biological, neurological and psychological aspects of a human being, not just a disease. Remember that you can slow down the momentum by taking care of the risk factors or underlying disease with a healthy diet and exercise. Keep in mind that dementia has multiple symptoms, with no prognostic comparisons and similar illness trajectories. Know that patients living in a community can thrive and live longer if Practical tips Reduce frustration and agitation in the patient by: Establishing a routine for all daily functions with flexibility for spontaneous activities on difficult days. Anticipating the time taken for tasks, which may increase or decrease on different days. Engaging with the person by giving simple instructions and encouraging them to be independent. Planning and asking them to help you with your tasks to give them a sense of purpose and accomplishment. Letting them make simple choices such as what they would like to wear, eat, or which exercise they wish to take up. Limiting their napping time and reducing distractions while giving instructions. Helping them (especially during the sundowning) by being calm, gentle and supportive. Be flexible: As one stage progresses into another over time, a person with dementia will become more dependent. To reduce their frustration, stay flexible and adapt your routine and expectations as per their requirement. Create a safe environment for the patient as their risk of injury increases, along with their impaired judgment and diminished problem-solving skills. Avoid using slippery rugs, and be wary of extension cords and any clutter that could cause falls. Install handrails or grab bars in critical areas. Lock cabinets that contain anything potentially dangerous, such as medicine, alcohol, toxic cleaning substances, and dangerous equipment. Monitor the temperature of their bathing water to avoid injuries; keep an eye on matches (especially if the patient is a smoker) to minimise kitchen fires or any other potential fire hazards. Focus on individual care: Each person with dementia will experience its symptoms and progression differently. Tailor these practical tips to your patients’ individual needs. Nurture the motor skills of the patient by involving them in activities such as knitting, gardening, woodwork, painting and playing a musical instrument. These soothe the patient and are the last physical abilities to diminish. Working on the patient’s motor skills also keeps them active for a longer period. Apps and wearable devices are available to monitor the medication and safety of seniors. Caregiver’s mental and physical health: As your patient’s condition deteriorates slowly but surely, take care of your overall health. Take time to reflect, eat well, exercise, meditate or do relaxation exercises regularly. Find a buddy so you can share your feelings and emotions with them. Be kind to yourself. It is common for caregivers to feel guilt, talk to your buddy about it. Talk to your family and the patient’s family regularly. Do the best you can.

New Delhi: The senior population in the world is the fastest growing segment with 60+ population touching 11.5% of world population. As per estimates, by 2050, the 60+ population will increase at 22% and outnumber the population below 15 years of age. The rapidly changing global demographics has resulted in a sharp rise in the demand for senior care services. The fast growing elderly population, for a developing country like India, may pose mounting pressures on various socio-economic fronts including pension outlays, health care expenditures, fiscal discipline, saving levels. This segment of the population faces multiple medical and psychological problems and therefore has become a major concern for policy makers over the last two decades. Against this backdrop, CII organized the 3rd Annual Senior Care Conclave, where these concerns of the changing demographic, financing and improving liquidity, raising the voices and concerns of the elderly and convergence within the industry were discussed. We need to promote the silver economy and bring them to the mainstream stated Mr. Rajit Mehta Chairman, CII Senior Care Taskforce CEO & MD Antara Senior Living. Senior care services in India are at a nascent stage, there do not currently exist any defined norms or incentive models to push this sector. Mr. Mathew Cherian, Advisor, Helpage addressed the two areas that need urgent attention. With increased longevity, we need to look at the problems arising out of financial security in old age and health and well-being in old age. It is imperative that we focus on different avenues to provide financial security such as alternative pension schemes or taxation waivers. Unorganized workers, who earn minimal amounts would also require an alternative scheme to address these concerns of financial security. Urbanization in India is increasing at a rapid pace and we now have a large section of the rural senior population living in urban areas stated Col A Sridharan Managing, Director, Covai Property Centre (India) Pvt Ltd. It is necessary that care should not differentiate between standard of life or between urban and rural areas. It should be uniform across regions. PPP models are essential for creating houses, day care centres and night shelters where our senior citizens can be taken care of. Mr. Saumyajit Roy, CEO & Co-Founder, Emoha Elder Care expressed the importance of collaboration. COVID has helped converge and bring members together and the power to showcase India is now ready. We have the right examples, models, case studies and people. This needs to be tabled with the right kind of perspective. PPP models are the way forward and there is a large amount of capital underutilized under the government corpus that needs to be made available for the segment. We are at a point where inertia for experimentation should be adopted stated Mr. Rohit Bhayana, Managing Partner and Co-Founder, Lumis Partners. The country population is growing at a pace of 17% per decade whereas the ageing population is growing at 35% per decade. The demographic dividend present in form of the senior population needs to be harvested. Mr. Venkatesh Srinivasan ,Assistant Representative, UNFPA added that the Government, private sector and CII should come together and collaborate for making India the centre for senior care products and services for the world. Also, seed money needs to be provided to start-ups to design new products or a new format to provide services to help this segment thrive. Mr. Adarsh Narahari Managing Director Mantri Primus Lifespaces Pvt. Ltd stated that for senior care services to reach underdeveloped areas, the government will be required to step in and provide funding. Mr. Asheesh Gupta Founder & Chief Care Officer, Samarth expressed the extent of the opportunity that is currently present in the silver economy. The consumption and production by seniors is increasing. There are interesting trends in this sector and a broad over look states that despite of local nuances, there are broad convergences seen within sector to sector from country to country. For businesses to succeed in this segment, it is necessary that they add value stated Mr. Mohit Nirula, CEO, Columbia Pacific Communities. To succeed, you need to offer great value to attract and retain the customers and residents you are serving. Minimum standards are a must and we need to have accreditation of these standards to protect the citizens. Dr Atul Kochar, CEO, NABH expressed a one size fits all strategy does not work with diverse geographies and diverse economic challenges as seen in India. Accreditation, certification or following Standard operating procedures is a very important factor and indispensable.

The first edition of the e4m Content 40 Under 40 list that recognizes leaders in the fast-growing content domain was unveiled on Thursday. The list features exceptionally talented individuals, who either personally or as part of a team, helped to advance an advertiser (brand), advertising or media agency, content marketing planning, buying and executing agency, or another entity in a demonstrable way. The list was shortlisted by Jury chaired by Abhishek Ganguly, General Manager, PUMA India and Southeast Asia. The other Jury members were: Aditi Shrivastava, CFA – Co-Founder, PocketAces Ajay Gupte, CEO, South Asia, Wavemaker Ajay Mehta, SVP, Mindshare Amit Doshi, Chief Marketing Officer (India and South Asia), Lenovo Anand Pathak, Director Sales & Marketing, Netmeds Ankit Mehrotra, CEO & Co-founder, Dineout Anuraag Srivastava, Co-Founder & Chief Operating Officer, Rainshine Entertainment, Chief Executive Officer, Lightstream Jay Gotecha, Marketing – Emmay Entertainment & Motion Pictures Karan Shroff, Chief Marketing Officer, Unacademy Kainaz Karmakar, Chief Creative Officer Ogilvy & Mather – West Navin Shenoy, Head Marketing- Youth, Music and English Entertainment, Viacom18 Nikhil Mirchandani, Founder & CEO, Hoop Entertainment Rohit Ohri, Group Chairman & CEO, FCB India Shamsuddin Jasani, Group MD- South Asia, Isobar Sunita Rajan,  Senior Vice President Advertising Sales, CNN Tanmay Mohanty, CEO of Zenith India and Head Of Global Partnerships for Publicis Media India Vikram Sakhuja, Group CEO Media & OOH Please find the full list below:

Kailash Gupta has just put a small glass jar of freshly made ginger pickle out in her balcony. The morning sunlight provides the right warmth for the bacteria to ferment, she explains over a WhatsApp video call at 8am. “That’s my achaar (pickle) spot,” says Gupta, 75, pointing towards an area next to a line of three overgrown tulsi plants. This is her second batch of the month. Gupta has been making four kinds of pickle on a rotating basis—carrot, mango, ginger and radish, all her late husband’s favourites—every third week since April. “My husband hardly ever ate a meal without achaar. I started making it during lockdown in his memory. Eating it makes me feel less lonely.” She has been living alone in her two-bedroom north Delhi apartment since 2015, the year her husband lost a long battle with cancer. Before the novel coronavirus hit the world, Gupta was too busy to feel lonely—her day would start with a 30-minute walk in a park nearby, followed by a gossip session there with five retired colony friends that often culminated in a round of chai and plans to meet again in the afternoon or evening to go to the cinema hall, the supermarket, the Sai Baba temple nearby, or just to have golgappas. The lockdown in late March stripped Gupta and her friends of their freedom, disrupting a routine that had animated their retired lives. Covid-19 has been punishing, especially for the elderly with weak immune systems. Of the 110,586 deaths recorded till 13 October, 53% were of those aged over 60, according to data from the Union health ministry. It’s a terrible irony: As cities reopen and people step out, the elderly are still inside their homes, protecting themselves from the virus while battling the isolation that comes with its own devastating effects—heart disease, depression, cognitive decline. With no end in sight to the pandemic, some of those aged above 60, who are alone at home and still not confident enough to step out even as lockdown restrictions ease, are using technology to build a sense of community and resilience, and keep social isolation at bay. “I know we still can’t step out because the virus will kill us but it’s like being stuck in a prison with no release date,” complains Gupta, a former post office employee. She hasn’t met her two sons, who live seven blocks away, since March because they don’t want to risk exposing her to the virus, especially since they have restarted work. “They are so busy. I do talk to them regularly but I can feel they are bored of listening to me. I just hope my friends don’t get bored of me.” She has found some “peace and happiness” in making pickles, looking after her 23 plants, reading the Gita and listening to bhajans. She hosts a monthly kirtan over Zoom that is attended by her friends and their friends. “We have never had fewer than 60 people. We sing, we laugh, we cry, all in God’s name. We might have become invisible to the world. But our God sees us.” Time for a laugh In early May, B.B. Sahni, a former director of the Delhi Stock Exchange, received distressing survey findings as a WhatsApp forward. It was an April study of 5,000 older adults (above 65) across India by Delhi-based non-profit Agewell Foundation that gave an idea of how early the feeling of isolation had sneaked in. It said 65% of those surveyed felt isolated and discouraged, and feared dying alone. “It was something I was feeling myself but I was too embarrassed to share,” says the septuagenarian, who is president of the decade-old Senior Citizens and Pensioners’ Welfare Association in Delhi. The same afternoon, he did a group call with some of the 100-odd association members, all above 65, and realized most were “tired of sitting at home, listening to their children’s orders”. It gave him an idea: to move their once-daily laughing sessions during evening gatherings from the pre-covid era to an online platform. “Till then, we were just thinking about our physical safety. That survey was a wake-up call,” he says. Since mid-May, every day for 20 minutes, all the association members come together over Zoom and laugh. “Those 20 minutes, I forget about the virus. I forget I haven’t stepped out of my house for seven months. I forget about my fear that I might never be able to step out freely ever again,” says Savita Talwar, 76, a regular who calls the sessions a “blessing”. The only other highlight in Talwar’s life these days are the weekend cooking sessions with her husband, a ritual they created post-lockdown. The Sunday we spoke, she had baked a mawa cake, and her husband, a pizza. “I will tell you how it was if I survive,” laughs Talwar, when I ask about the pizza. “You know, sometimes I wonder, maybe this lockdown was needed to bring people closer,” she adds. “But not so close that you start getting bored of seeing them every day,” her husband, Rajesh, interjects. In the Shetty household in Mumbai, weekend afternoons are reserved for singing. Ragini and her husband Sumit, both in their 80s and retired bank employees, log into their Teams account and spend almost three hours playing antakshiri with their former colleagues, who have become more like family over the years. “We got tired of talking about covid after a point. And later we got tired of asking each other ‘aaj kya banaya hai (what have you made today?)’ or ‘tum kya kar rahe ho (what are you up to?)’. So we came up with the antakshiri sessions,” says Ragini, whose children stay in the US. They say these also keep their minds off the constant flow of bad news on TV. They sit with two bags of chips, namkeen and soft drinks while they play. Sumit says, “It’s our weekly picnic, only it’s not in the (Sanjay Gandhi) National Park. But the singing makes us forget all of that.” That is also why Navi Mumbai’s D.K. Sharma, 67, a retired automation engineer, participates regularly in the online singing shows organized by My Retired Life Foundation, a trust for retirees and pensioners that he is part of. Before the lockdown, Sharma used to perform regularly at corporate parties and social gatherings, along with the Happy Singers Group he founded 10 years ago. “Singing is how I express myself. I couldn’t pursue it seriously for long because of work, but after retirement I dedicated my life to it. When we couldn’t perform initially (around April), I used to get a little anxious but now I try to participate in online shows as much as possible,” says Sharma, who offers online classes to 90 aspiring singers. He also takes part in webinars on health awareness, painting sessions and live streamings of theatre plays, all organized by My Retired Life Foundation. “The lockdown has made people more introverted, so we try to include activities that help them stay engaged and active,” explains Saurav Das, co-founder of the foundation, which has about 300 members. “It also helps in giving them a sense of a tight-knit community while they are away from each other physically.” Mumbai’s Jyoti Mohan says she is lucky to have moved into a home for the retired in Bengaluru two years ago. The covid-19 outbreak hasn’t had much impact on her life in the Columbia Pacific Communities’ gated Serene Urbana community for retirees, except for the need to maintain safe distance when stepping outside the apartment. “We can go to the park, play badminton, make art, and meet people here, but with distance,” says Mohan, 65, a Bharatanatyam teacher. If anything, she adds, the virus has brought people closer. “We have online or safely distanced in-person painting and handicrafts competitions and dance shows to keep us all engaged. Who would have thought I would be teaching women as old as 90 Bharatanatyam?” Kailash Gupta too had never thought she would become a “pickle person”. “The lockdown has changed me,” she says. “Every day I wake up wondering how long all this will last…maybe I will forget myself by the end of it.” For now, she knows what her next pickle is going to be. “Mooli.”

The world, as we know, has entirely changed since last Dussehra. The pandemic has changed the way we live, think, and even celebrate. And, the brands and marketing leaders are hyper-aware of this seismic change. Hence, festive campaigns this year are bound to reflect this change. The tone, tenor, and storytelling will be different, keeping in mind the general mood of the nation. It must be said that the festive season brings with it a whole lot of positivity, cheer, and merriment with it. And is a definite tailwind as far as trade and business in the country are concerned. Despite the current mood, after a prolonged economic slump, sectors such as retail, F&B, and even travel to some extent are reviving, all thanks to the festive season. In fact, according to a recent survey, 54% of Indians are very positive and hopeful of the economy recovering completely by 2022. Hence, on one hand, brands have to ensure that they make the most of the festive induced upturn in the economy. While on the other hand, they have a moral responsibility to ensure that they craft communication that is sensitive, appropriate, and purposeful during these times. According to the Pitch Madison Advertising Mid-Year Report (PMAR) 2020, AdEx will recover by 60-72% in the second half of the year compared to the first half. The IPL has already resulted in a massive boost to TV advertising, as brands consume TV spots with festive centered communication. And given the usual clutter during the festive season, creating communication that would be truly memorable is the real task. Categories such as fashion and lifestyle typically see a higher purchase intent during the festival period, which starts with Raksha Bandhan and ends with Christmas and New Year in India. The four-month period sees fashion brands acquire new customers while wooing their existing customer base with seasonal deals and offers and new product launches. This year, the approach is pretty much the same, but the communication a little different. The Vighnaharta campaign done by Tanishq during Ganesh Chaturthi was a great example of a jewellery brand creating mood appropriate communication, very much in line with the brand’s communication strategy of evoking emotions. Through a compelling narrative, the brand told the story of a young woman who looked after senior citizens during the pandemic and was gifted a Ganesha pendant by them as a token of gratitude. Highly contextual and equally high on EQ, this campaign managed to break away from the festive clutter. Fashion etailers and brands such as Ajio and Myntra have taken the celebrity route this festive season with Durga Puja centric campaigns featuring actress Aditi Rao Hydari (Ajio) and sibling duo of Saif Ali and Soha Ali Khan for Myntra. Appealing to the Bengali sentiment with a smattering of Bangla, these ads manage to spread a little festive joy and positivity – the two emotions that the audience is currently the most starved of. Pantaloons’ Pujo Begins with You campaign is all about bringing Durga Pujo to your doorstep this year and rising to the occasion. It imparts an important message of staying indoors and prioritising safety while not compromising on the festive revelry. However, the brand that truly made a mark with their brilliantly well-timed messaging this Dussehra is Welspun with their campaign #ChaloPaltai. A product as commonplace as a reversible bedsheet was integrated beautifully into a narrative that made a pertinent observation about the many rituals of Durga Puja – the complete absence of women. From the dhakis (drummers) to the idol makers and even purohits, there is no place for women in these professions that eventually work towards worshipping a female force – the Goddess Durga. Through this campaign, Welspun imparted the message of gender equality and changing mindsets. In his, address to the nation on October 20, 2020, the Prime Minister cautioned the nation against reckless behaviour during the festive season and urged citizens to be responsible towards themselves, their families, and communities as the festive season ensue. Columbia Pacific Communities’ 9-day campaign #GoodOverCOVID, which was initiated on October 17 across our social media channels as a public interest campaign, echoes the same message. The message is simple – let goodness and good sense prevail and let that help us battle the virus this year. Through simple pearls of wisdom, it attempts to give people wise advice on how to soak in the festivities while maintaining COVID-19 protocols. The wisdom comes from our senior residents who are the most vulnerable demographic in the pandemic. Whether it’s an initiative such as the one taken by Welspun or a more straight jacket product-centric communication, for brands this festive season, it’s all about staying contextual and sensitive, spreading a sense of hope, joy, and happiness, and attempting to revive some of the lost vigour. About the Author Piali Dasgupta is the Senior Vice President, Marketing at Columbia Pacific Communities. She is Multi-award winning marketing and communication leader with over 13 years of cross-category experience across e-commerce, retail and real estate.