Assisted living is a taboo subject in India – given our cultural conditioning of respect and reverence for elders. Assisted living facilities tend to be equated with old age homes and the associated imagery of helpless elders abandoned by their children.
Assisted living is also becoming a reality with the increased incidence of nuclear families and children having to live far away from parents for career reasons.
The communication challenge was to position ‘The Nest’ as a smart choice for people who have lived their entire lives on their own terms and now in their twilight years would like to continue doing so.
The campaign was a success in terms of the number of qualified leads that it generated for the client.