Mumbai: Goldmedal Electricals, one of India’s leading fast moving electrical goods (FMEG) companies, announced the launch of their New Year’s ad campaign, which aims to highlight the increasing loneliness amongst senior citizens. As per reports, almost 75 per cent of seniors feel alone despite having families. Social isolation and loneliness among seniors are widespread and are recognized as a priority health problem.

Conceptualized and executed by FoxyMoron, the flagship agency of Zoo Media, campaign invites the audience to reflect on the emotional needs of the elderly, often overshadowed by the relentless pace of modern life. The busy lifestyles of the younger generation mean that they are often unable to give the time and attention that their elders need. Goldmedal’s ad depicts volunteers sprucing up the interiors of an old-age home with the brand’s products and then spending time with the elderly residents to brighten up their day. It suggests a special New Year's resolution - giving the gift of time to seniors who might be longing for companionship.

Speaking about the New Year’s ad campaign, Goldmedal Electricals director Kishan Jain commented, “Our New Year’s campaign goes beyond simply highlighting our electrical solutions. We want to create a meaningful impact by addressing the issue of senior citizen loneliness and emphasizing the need to show appreciation to those who have given us so much. It's a small gesture that can make a huge difference and bring immense joy to the lives of the elderly.”

Goldmedal invites the public to join the movement and share their stories of spending time with seniors. The campaign is part of their #GharGharLagtaHai campaign which brings out the various facets of Indian family life that makes every home special.