The film’s pithy and weighty message is against ageism where Gupta says senior citizens are expected to display “age-appropriate” behaviour and not hip hop. But the feisty actor says: “Seekhne ki koi umar nahi hoti (learning something new should not be determined by age)”. To the tagline #LetsUnstereotypeIndia with conversations over a cup of Red Label, she adds: “Yahi to umar hai saare labels hatane ki (it’s time to get rid of age-related labels)”.
The campaign, though small, plays an important role in addressing ageism in advertising and marketing, which stereotypes senior citizens.
The elder cohort is viewed in a certain way by “societies that believe the young to be the productive set and the old to be a burden”, wrote brand expert Harish Bijoor in a recent article in The New Indian Express. He said ageism exists everywhere in our midst and asked if India must fight it “as a prejudice principle altogether”.
Of course, advertising and communication is a very small beginning. Given the nature of the business it is in, Columbia Pacific Communities, a senior living community operator, obviously builds its communications and events, such as comedy gigs and flash mobs, around positive ageing.
Its senior vice-president, marketing, Piali Dasgupta, zealous about blending the elders in the mainstream, says ageism reflects in all media—advertising, films and print. (“How many elderly models have you seen on fashion magazine covers in…