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Tag: Namita Roy Ghose

  • Ground-breaking tech-powered platform GenS aims to challenge ‘age-old’ societal norms

    Ground-breaking tech-powered platform GenS aims to challenge ‘age-old’ societal norms

    Mumbai: GenSxty Tribe is set to transform the conventional narrative around ageing with a bespoke tech-enabled platform curated for the 60+ – GenS. 60+ is a time of newfound freedom that’s unburdened by social expectations and stereotypes. GenS encourages the 60+ audience to live and explore life on their own terms, armed with the financial means and opportunities to pursue passions and explore new relationships and dimensions of personal growth. GenS is set to redefine the golden years, offering a vibrant, safe and engaging space where 60+ individuals can thrive, connect, and celebrate life.

    As healthcare advances and life expectancy rises, the world’s senior population is reaching unprecedented levels.

    . By 2050, for the first time in history, there will be more people over 60 than children under 15

    . In India, seniors aged 60 and above currently make up over 10% of the population, numbering 149 million

    . This figure is projected to rise to 340 million by 2050, accounting for 21% of the total population, according to the India Ageing Report [UNFPA (United Nations Population Fund) India, in collaboration with the International Institute for Population Sciences (IIPS)]

    Despite this, brands and advertisers still predominantly target the younger demographic, neglecting the substantial spending power and influence of the 60+ audience.

    GenS founder Meenakshi Menon (65) said, “The GenS app is being built using both a deep understanding of the consumer in terms of their need state and the technology that is keeping in mind their ease of use. With the launch of GenS, we empower individuals to embrace the abundance of life after 60 with confidence and enthusiasm. I firmly believe that the 60+ have reached a stage in their lives where they can become a vehicle of social change while enjoying each day of their lives to the fullest. Adding life to their years is more critical than adding years to their life.”

    She further adds, “As a member of this cohort, it was important to get an independent perspective of this segment and understand what made them tick. Very often Founders make the mistake of creating a product that they believe in and disregard what the market says. It was critical that we spent time understanding the contours of this consumer. We had to dig deep beneath the surface to get at their feelings, their hidden concerns and motives. It was a journey of discovery for all of us. Each one was invested in the outcome, either as members of the cohort or Children who cared deeply for their parents’ well-being. That is why we commissioned research with Ormax Compass to discover the various predispositions and emotions felt by this group. The findings gave us both insight and intent and contributed massively to the development of our soon-to-be-launched GenS app.”

    GenS recognises that turning 60 is a milestone that marks the beginning of life’s greatest adventure. Menon, a renowned figure in the marketing industry, brings her expertise and passion to create a platform that celebrates freedom, passion, and new opportunities for the 60+ community. The platform is further powered by senior industry stalwarts – Bhaskar Das, Dilip Cherian, Amit Bose, Namita Roy Ghose and supported by Indu Kak, Ramesh Menon and Jignesh Barasara, amongst others who have been instrumental in the inception of GenS, contributing their diverse insights and support to bring this innovative vision to life.

    By recognizing that 60+ is a time of newfound freedom and opportunity, GenS aims to celebrate their potential to live life on their own terms, pursue passions, and explore new relationships. The platform is designed to help the active agers combat loneliness, break stereotypes, and rediscover joy and laughter. By leveraging the power of community and technology, GenS will offer a holistic range of services that cater to the physical, mental, emotional, financial, and social well-being of its members.

    As GenS prepares for its launch, it invites 60+ individuals to embark on this new chapter with them! With a mission to revolutionize life after 60, GenS is more than just a platform—it’s a movement dedicated to empowering, celebrating, and supporting its members every step of the way.

  • Women encouraged to challenge set norms in new Vivel campaign

    Women encouraged to challenge set norms in new Vivel campaign

    NEW DELHI: Through a unique message, personal care brand Vivel has launched a  #AbSamjhautaNahin campaign with a television commercial aimed at asking women to challenge the compromising way of life.

    In the TVC, the protagonist voices her soft yet firm “Ab SamjhautaNahin!” and depicts just one of many uncomfortable situations that a woman often encounters.

    The aim is to raise its voice addressing the specific issue of pre-conditioned mindsets for women, leading them to compromise at various stages in their lives

    Chief Creative Officer: Vivek Rao

    Directors: Subir Chatterjee & Namita Roy Ghose

    Production Company: White Light Moving Pictures Limited

    The TVC has been conceptualised by L&K Saatchi & Saatchi to present an everyday situation faced by modern day Indian women at workplace and to communicate the brand message that every gaze, every thought that suggests women being weaker or less than equal needs to be shattered.

    According to the concept, “We have all heard the fable about the mighty elephant tethered by a mere rope, unaware of its inherent strength because it was conditioned into believing that the rope was enough to hold it back. In a similar vein, women in India from a very young age have been taught to conform to societally accepted ways of life. Moulding her thinking and behaviour to fit within the prescriptive boundaries of the way others want to see her.  A social conditioning that leads to a life of restrictions, a life less lived”.

    As the campaign unfolds, it will provoke in women the realisation of this latent conditioning, inspire them to challenge status quo and therefore maximise their potential and live fuller lives.

    Law & Kenneth Saatchi & Saatchi CEO & Managing Partner Anil Nair said: “Not every day we get an opportunity, especially in the personal care category to creatively amplify a brand’s strong point of view. This is a ‘what we believe in’ campaign and we sincerely hope that we can inspire women to say #AbSamjhautaNahin in their own unique way

  • Women encouraged to challenge set norms in new Vivel campaign

    Women encouraged to challenge set norms in new Vivel campaign

    NEW DELHI: Through a unique message, personal care brand Vivel has launched a  #AbSamjhautaNahin campaign with a television commercial aimed at asking women to challenge the compromising way of life.

    In the TVC, the protagonist voices her soft yet firm “Ab SamjhautaNahin!” and depicts just one of many uncomfortable situations that a woman often encounters.

    The aim is to raise its voice addressing the specific issue of pre-conditioned mindsets for women, leading them to compromise at various stages in their lives

    Chief Creative Officer: Vivek Rao

    Directors: Subir Chatterjee & Namita Roy Ghose

    Production Company: White Light Moving Pictures Limited

    The TVC has been conceptualised by L&K Saatchi & Saatchi to present an everyday situation faced by modern day Indian women at workplace and to communicate the brand message that every gaze, every thought that suggests women being weaker or less than equal needs to be shattered.

    According to the concept, “We have all heard the fable about the mighty elephant tethered by a mere rope, unaware of its inherent strength because it was conditioned into believing that the rope was enough to hold it back. In a similar vein, women in India from a very young age have been taught to conform to societally accepted ways of life. Moulding her thinking and behaviour to fit within the prescriptive boundaries of the way others want to see her.  A social conditioning that leads to a life of restrictions, a life less lived”.

    As the campaign unfolds, it will provoke in women the realisation of this latent conditioning, inspire them to challenge status quo and therefore maximise their potential and live fuller lives.

    Law & Kenneth Saatchi & Saatchi CEO & Managing Partner Anil Nair said: “Not every day we get an opportunity, especially in the personal care category to creatively amplify a brand’s strong point of view. This is a ‘what we believe in’ campaign and we sincerely hope that we can inspire women to say #AbSamjhautaNahin in their own unique way

  • Mumbai Marathon: Media professionals run for a cause

    Mumbai Marathon: Media professionals run for a cause

    MUMBAI: On the day that Mumbai runs, it’s another city altogether. No honking, no mad rush to reach somewhere, but an army of runners, who want to test their limits, painting a healthier sight of the maximum city.

    Keeping aside the usual business suits, a whole bunch of executives right from broadcast companies, media agencies to marketers and advertisers will once again don their running shoes as they join others for the 2015 edition of the Mumbai Marathon.

    The largest marathon in south east Asia, which will take place on 18 January, will see media veteran Bharat Kapadia running half marathon; his 12th marathon, overall. “Last year, I ranked 47th in my category. I started running at the age of 54. I have been training with a group called ‘Be Fit’ and we have been practicing on alternate days from 6 am to 8 am at Juhu Beach,” he says proudly.

    Kapadia believes that for people, who are hesitant to run, it’s all a mind game. “Anybody can run. 75 per cent of it is a mind game. No one is a born athlete. Also, the benefits of running versus that of visiting a gym can’t be compared,” he adds.

    Agrees his follow runner, HDFC Life marketing, product, digital and e-commerce senior executive vice president Sanjay Tripathy. “It is a great way to test your limits and prepare your mind for bigger challenges in the life. One can also see it as an opportunity to meet like-minded people,” he says, while adding that he will be running his seventh marathon for which he has been preparing for three months now.

    For Spatial Access founder Meenakshi Menon running the dream marathon is like child’s play. A regular runner, Menon will be running for her NGO Vanashakti along the likes of film director Namita Roy Ghose. “Lately, running has become sexy so a lot more people are up for the challenge. I believe everyone should run for a cause because the country lacks social compassion and to be great country it is a must,” she opines.

    India chairman and managing director Sunil Lulla will be running the half marathon with two partners of which one is physically handicapped. “I will be running for Children’s Movement for Civic Awareness,” says Lulla who is running his sixth marathon.

    Media agency Vizeum India managing director Yesu Yesudas is running the marathon. And he has taken to social media to raise funds for two of his causes: an old age home and orphanage Swagat Ashram in Mumbai, and a tribal school Vidya Vanam in Tamil Nadu.  “I have a desire to raise Rs 500,000 for these two causes. I am making a personal contribution of Rs 100,000,” he announced on Facebook.  And he went on to urge his friends to contribute Rs 2,000 each to help him reach his goal.

    GroupM ESP entertainment, sports and live events national director Vinit Karnik says that the property has been evolving over a period of time and it is highly commendable. “The organisers i.e. Procam have done a fantastic job and it is one of the most well respected and well organised sports property in India. Right from the registration of the participants to the doubts of the participants on the actual day about their well being is taken care of completely by the organizers,” he highlights.

    This year five new brands, namely Cigna TTK, Jabong.com, Volini, TUI, and India Cares Foundation have associated with the event as health insurance, online retail, recovery, travel and philanthropy partners, respectively.