The Nokia advertising and marketing campaign intends to take away the loneliness confronted by senior residents during the pandemic and encourages the country’s formative years to remember, reconnect, and rejuvenate their relationship with senior citizens. HMD Global, the home of Nokia phones, has joined hands with HelpAge India, a charity working for disadvantaged older persons, to roll out a nationwide campaign, , #KhamoshiKhatam, that helps take away the loneliness confronted by senior residents at some stage in the pandemic and encourages the country’s adolescence to remember, reconnect and rejuvenate their relationship with senior citizens. The challenging year 2020 has been a year of complete isolation for our elders. The halls and corridors of ancient age properties around the United States of America have fallen silent as visits from loved ones and volunteers dried up.
As a section of the campaign, a surprise virtual concert was equipped at six HelpAge India residences with a live performance and chat with the aid of the singer, Alka Yagnik, solely for the senior citizens. During the performance, Yagnik sang the rendition of the 90s song- “Ek Din Aap Yun Humko Mil Jayenge…” Over a tete-a-tete with the senior citizens after the performance, Yagnik talked with those attending about their love for music, the challenges of dwelling in a lockdown, and how the online concert marked a joyous give up to a somber year for the elderly.
Ruchira Jaitly, Head of Marketing – India, HMD Global, said, “2020 has been a specially challenging 12 months for senior residents owing to the pandemic. Unprecedented social distancing and lack of human interactions have elevated the silence in our lives. With #KhamoshiKhatam, we hope to carry surprise, cheer, and hope in the lives of the senior participants of our society, with a cherished artist, Alka Yagnik. Not solely this, with each share of the video, we will donate to Help Age India. I urge human beings to share this video and exhibit their help to our senior citizens.”
Help Age is happy to associate with HMD Global for bringing back positivity, cheer and happiness into their lives through this initiative. I urge everyone to reach out to the elders in their lives, spend time with them and show them that they are valued and cared for. A different thanks to Alka Yangnik for the musical nighttime devoted to our senior citizens. The company an urge all people to reach out to the elders in their lives, spend time with them, and exhibit to them that they are valued and cared for. 90% of elders in India, have to continue working to survive, each share of the video will go a lengthy way in supporting a disadvantaged elder. Let’s deliver in the new year, by supporting an elder in need. The video hosted a live Alka Yagnik concert on 26 December.