Columbia Pacific Communities unveils first TVC designed for Ted Talks Season 2: Nayi Baat

The 40-second television campaign exclusively designed for the show hosted by Shahrukh Khan captures positive ageing in a new light

by exchange4media Staff
Published - Nov 8, 2019 11:05 AM Updated: Nov 8, 2019 7:21 PM
Columbia Pacific Communities TVC

Columbia Pacific Communities, India's senior living community operators unveils their first TV ad campaign at Ted Talks India Nayi Baat - Season 2 hosted by Shah Rukh Khan. 

Columbia Pacific Communities has designed the campaign to target the audience of the show, who are progressive and positive in their thoughts and actions. Taking inspiration from the theme, the TVC has been designed and conceptualised in a manner that resonates with the concept of Nayi Baat. The show is poised to spark a conversation among new-age Indians about social issues and their solutions. 

As an advocate of positive ageing, the commercial narrates how your golden years will unveil new experiences at India’s first senior living community designed to international standards—The Virtuoso Club and Serviced Residences. The community prides itself on having Columbia Asia Hospitals as its healthcare partner. It boasts of inimitable senior-friendly amenities, a signature club and other premium facilities.



The Ted Talks India Nayi Baat – second season is poised to reach out to the new age India by focusing on social issues and their solutions. In a span of 40 seconds, the TVC, in association with Ted Talks Season 02 Nayi Baat, showcases the brand ethos of positive ageing. The film celebrates the idea of a healthier, happier, worry-free and more purposeful future for seniors who choose to live to their fullest and on their own terms. 

It thereby, encourages senior citizens to opt staying at The Virtuoso Club and Serviced Residences, Bangalore, India’s first senior living community designed to international standards.

Highlighting the concept of the TV campaign, Piali Dasgupta, Vice President Marketing, Columbia Pacific Communities, says, "Produced entirely in-house on a shoestring budget, the communication with the help of captivating images, tells the story of a happier, brighter, healthier and blissful future for our seniors. It weaves in the brand purpose of positive ageing and clearly positions the offering as “serviced residences for seniors” differentiating it from old age homes. The creative challenge was to tell our story in 40 seconds in a way that it showcased our product and service offerings optimally. The communication needed to be engaging, appealing and leave the viewer with a sense of hope and optimism while delivering all of the above. The communication addresses the brand's primary TG (55+ seniors), who have sought and not found this solution."

The TVC offers a true sense of enthusiasm and zeal which stands against the stereotypes one attaches with old age. The video film has been carefully crafted to offer a glimpse of what your future could be like if you choose to stay at the Virtuoso Club and Serviced Residences.

Commenting on choosing Ted Talks as the platform to release the TVC, Basav Mukherjee, Chief Revenue Officer, Columbia Pacific Communities says, "We are proud to partner Ted Talks as we believe that change of any kind is triggered by conversations. At Columbia Pacific Communities, it is our constant endeavor to shift paradigms as far as senior citizens is concerned. And this will be possible only through conversations.  Star World has been one of the most popular entertainment channels in India, reaching out to 1.3 million English speaking audience for over two decades in our country. It was our channel of choice given its deep resonance with our audience."


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