NEWS of Columbia Pacific Communities

During a crisis situation like the one we are facing right now due to the outbreak of Covid-19, it becomes extremely important for brands to align their communication with the current situation. So when a cultural moment shifts as dramatically as it has in the face of COVID-19, it’s important that brands address the issue with tact, empathy, and mindful marketing. The outbreak of covid-19 is bound to make some significant and everlasting change in the way brands communicate with their consumers and its stakeholders. Columbia Pacific Communities (CPC) is India’s largest and most experienced senior living community operator with close to 1600 residential units under management in 5 cities and 9 locations across south India. As the pioneers in this category it is committed to reimagining the concept of senior living in India and create world-class practices that exceed these expectations of all our stakeholders. Keeping the current situation mind, the brand took an opportunity to spread positivity with its novel #TheLivingRoom initiative, a series of FB live talk show with eminent personalities across industries.The brand purpose of Columbia Pacific Communities is to champion the cause of positive ageing and shatter age-related stereotypes. The initiative, #TheLivingRoom, a series of 40-min Facebook Live sessions gave 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 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 guru Prahlad Kakkar, and veteran actor Kabir Bedi. MediaNews4U spoke to Piali Dasgupta, VP- Marketing, Columbia Pacific Communities on this initiative and how they have strategized ideas to keep senior citizens in a positive mindset during these tiring times. Dasgupta is a sharp creative thinker and ideator, and she believes in striking the right balance between the yin and yang of Marketing. COVID19 has seen a lot of changes including anxiety etc, what should the communication strategy of brands be? One cannot stress enough on the importance of being hyper-aware, hypersensitive and having your ear to the ground at this point, more than ever before. Brands that undermine the gravity of the situation or try to exploit it with sale/offer/discount communication will undoubtedly come across as cloth-eared and tone-deaf and will lose audience confidence rapidly. I still see certain retailers running “Lockdown Sale” and “Lockdown offer” at a time when the world is combatting a pandemic, this smacks of really poor communication strategy. The idea is to ensure that communication is in line with the crisis at hand, while not going dark during this time. Coca Cola, for instance has completely changed the way their Twitter feed looks. It is now dedicated to experts and partners sharing helpful information regarding COVID. You can build a very meaningful relationship with your customers by giving them content that is beneficial to them or serves a purpose. At Columbia Pacific Communities, we launched a campaign called #PositiveLockdown which helped create an activity calendar of sorts for seniors to ensure they stay engaged and productive and look at the lockdown period positively. We also launched FB chat show to bring experts and luminaries to the living rooms of our seniors through social media. So the communication strategy for brands right now, in three words should be: HELP, DON’T SELL. You have conceptualised #TheLivingRoom, what was the strategy behind this communication? It was more an intent and less a strategy, to be honest. 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 to stay home to stay safe, but also ensure that they are positively engaged while they spend their time indoors. That is how the idea of The Living Room was born. It is a series of virtual talk shows and sessions with luminaries and experts, in order to engage senior citizens meaningfully during the lockdown. These talk shows are being hosted through the live video streaming feature of Facebook, FB Live. 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. We are very grateful to all the luminaries and experts including actor-director Nandita Das, cricket commentator Charu Sharma and that have partnered with us in a bid to give our seniors something to look forward to while they are locked down. Communication especially voice of the brand is more important now, your take on this? Voice of a brand has always been very important, not just during these trying times. The brand tonality, tone of voice of a brand is one of the most crucial elements of a brand’s personality. It defines how the brand behaves and appears to the world. Particularly in times of crisis, brands have to be very careful and almost paranoid about how they sound. For example, your brand could have a funny/slapstick tone of voice. But during a crisis situation, you have to ensure that you don’t sound frivolous or silly and would perhaps even need to tone your brand of humour done without losing your core. This is challenging no doubt, but is the need of the hour. The voice of a brand can make or break it. So there’s merit in investing time and energy and getting it right during extraordinary times such as this. Post COVID 19 what are the positive things are you envisaging? Whether it’s Bisleri giving away free water bottles to those working in the frontlines, or Parle-G distributing biscuits and Crocs distributing footwear to nurses across Asia and USA or Swiggy raising funds to feed daily wage workers, brands have taken their social responsibility more seriously in the face of this crisis. I do feel that brands and also human beings will be more conscientious, ethical and eco-conscious in the post COVID world. Yes, there will be pressure of sales post the slump, but companies and brands will find ways to innovate and reduce carbon footprint, wastage and practice fair trade. It is the need of the hour, and it’s time that organisations big and small realise that each one of them has a responsibility towards mother earth. Additionally, whether it’s F&B, retail, FMCG, hospitality and airlines, they are likely to increase efficiency and be inventive and creative with reduced resources. Will brand communication, strategies change post COVID 19? Well, I do not see a drastic shift in how brands would communicate. Once the lockdown is lifted, there will be pressure to make up for the lost time and chase revenue goals for the quarter. So, sooner than later, brands would go back to product pitches and offer/sales led communication. Having said that, brands with a sound communication strategy will be more mindful in the manner in which they communicate. They will choose their words carefully and be more sensitive towards how they design their communication in the post COVID world. This is what will become a key differentiator in gaining audience trust back. Brands that focus on safety and contact-free customer experience will be the winners in the post COVID world.

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.