How do a group of 25 - 30 year olds put themselves in the shoes of a 60 year old?
Our research showed us that in India, there is a lot of stigma that surrounds the words 'retirement' and 'old age homes'. We wanted to remove that stigma and create a sense of positivity and hope. Hence, we went ahead with a cartoon centric approach for the first phase.
Our first bunch of ads were created as a 'message' from the seniors to the youngsters where the idea was to break the stereotype of the elderly in India. For example: It is not necessary that all seniors are overly religious and love going to the temple.
We created over 60 cartoons showing the differences between Primus life and normal retirement. For example: Primus life means you get hot and healthy food made for you every day by a team of trained chefs. Normal life means you buy vegetables, cut and chop and cook and get exhausted. The cartoons were tongue in cheek sometimes, but were well-received.
Buyers are tired of builders and developers promising the moon in rendered visuals and then backtracking when it actually came to delivering. Here, the project was already a 100% complete. So, we made the best of it! These pictures were used across their website, print materials, advertising creatives and event visuals. Although we did do a custom shoot with models, we also did a shoot with actual Primus residents too.