MUMBAI: In keeping with the spirit of the festivities, HelpAge India rolled out its Diwali 2024 campaign, titled #SabkiDiwali (#DiwaliForAllAges), spreading the message of ‘age inclusivity’. Giving voice to the campaign, was HelpAge’s Honorary Brand Ambassador, actress Sharmila Tagore, who urges consumers to spare a thought and support elders who are alone, abandoned and in need.
“Diwali signifies joy, surrounded by family and friends, with all ages coming together. It is also a festival of giving. A time for celebrations. Yet, there are so many elders, who are unable to participate in these celebrations, who do not have any family, friends and are struggling to put food on the table and cannot afford even basic medication. HelpAge India’s campaign #SabKiDiwali resonates deeply with me. I know the value of having family with you, of generations being there for each other, supporting you. This Diwali, we should all extend the warmth beyond our own homes and help an elder in need, let’s be their extended family,” said Tagore.
In line with the campaign and making this festival ‘age inclusive’, HelpAge will be celebrating the festival with more than 1500 disadvantaged and destitute elders, across the nation in nearly 40 locations, in 17 States/UTs, covering the length & breadth of the country, from Leh to Tamil Nadu and Gujarat to West Bengal. The celebrations will be centered largely in senior care homes, encouraging people across generations to visit these homes, and participate. The aim is to ensure that elders have a fun-filled day, participating in various activities, such as lighting diyas, making rangolis, music and dance and so much more.
“Diwali is a time for togetherness. Social isolation is growing concern amongst our elders. This time, we are encouraging all society to be age inclusive and through the #SabKiDiwali campaign, we aim to involve all ages and reach out disadvantaged & destitute elders at senior care homes and other locations, and hope to bring some joy into their lives. Our teams will be visiting these homes and celebrating with the elder residents, engaging them in fun cultural activities and games. Diwali is for everyone and we are inviting many to join us in the celebrations, including school children, youth and employee volunteers, as part of our #generationstogether initiative,” said Rohit Prasad, CEO, HelpAge India.
