Columbia Pacific Communities promotes S2 of Ted Talks in latest ad film

05 Nov,2019

By A Correspondent


Columbia Pacific Communities has unveiled its first TV ad campaign at Ted Talks India Nayi Baat–II hosted by Shah Rukh Khan.


Highlighting the concept of the TVC, Piali Dasgupta, Vice President, Marketing, Columbia Pacific Communities, said: “Produced entirely in-house on a shoe string 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.”


Added Basav Mukherjee, Chief Revenue Officer, Columbia Pacific Communities: “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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