Columbia Pacific Communities (CPC), India’s largest operator of senior living communities, has emerged as one of the most awarded brands in marketing while enticing juries and the audience alike with its continuous efforts to promote awareness around its brand philosophy of positive ageing.
CPC has been honoured with 101 marketing awards in the last three years for campaigns built on strong consumer insights that shed light on the many challenges experienced by the elders in our country such as loneliness, mental health challenges, hopelessness and isolation during the pandemic and a feeling of purposelessness post-retirement, etc.
All campaigns and initiatives were carried out within a strict budget, with minimal production costs and a definite emphasis on original, and out-of-the-box ideas.The majority of the award-winning campaigns were promoted through digital channels, including YouTube, Facebook, and Instagram.
Award-winning campaigns and initiatives include #ReplyDontReject (the campaign won 9 marketing awards), #MissSanta (won 7 marketing awards), #ReachOut (won 3 marketing awards), CPC’s corporate website (won 3 marketing awards), #SignsOfLove (won 20 marketing awards), Community Beats Uncertainty (won 6 marketing awards), Positive Ageing with Ruskin Bond (won 15 marketing awards), Relearn (won 3 marketing awards), and south India’s first senior citizen’s flash mob (won 5 marketing awards).
These campaigns dispelled aging and elderly prejudices and were centered around a noteworthy concept and reliable customer data.CPC is a relatively new brand in a niche and unconventional category that is slowly gaining traction in the nation.
CPC competed against established brands and types with prodigious marketing budgets in most award categories, including FMCG, consumer durables, technology, e-commerce, fashion, edtech, fintech, etc.
Despite this, CPC has been able to leave a mark and win more than 100 awards in the past three years, the majority of which are gold, with a few silvers and bronze. The campaigns collectively reached 1.85 crore users across digital platforms.
“It gives us immense pleasure and satisfaction to see that the brand ethos of positive ageing, which we firmly believe in, has been so well received by the audience and juries alike. We are proud that we are contributing to social change and making the world a better place for our seniors. Some of the key issues highlighted by our award-winning campaigns include the impact of isolation on the elderly amidst the pandemic, ageist notions associated with seniors, and the various negative labels given to senior citizens, and the power of a community. We believe that the jury’s recognition is due to the clutter-breaking ideas and compelling storytelling. Our determination, mission, and narrative skills are what make us, not heavy media and celebrity budgets. We want to keep developing effective communication on positive ageing across all platforms and maintaining our position as a thought leader in this field.”
Piali Dasgupta, Senior Vice President, Marketing, Columbia Pacific Communities, said,
As a brand, Columbia Pacific Communities prides itself on being content and digital-first. To effect genuine change, the brand goes above and beyond to comprehend its target market and its problems and always solves for seniors through its campaigns.
For this reason, the campaigns have also gained media attention and earned a total media value of 28.5 Cr.
The company has been able to raise brand awareness quickly by combining various media, including digital, print, and PR, and is today the most preferred brand in the category despite being the latest entrant.
About Columbia Pacific Communities
