HelpAge India Welcomes Sharmila Tagore As Honorary Brand Ambassador

On the occasion of the International Day of Older Persons (IDOP), Sharmila Tagore, the acclaimed actor and Padma Bhushan awardee, joined HelpAge India , a non-profit organisation working with and for older people in India as its Honorary Brand Ambassador.

The organisation in a press statement on Wednesday informed that as part of her new role, Tagore launched the nationwide #GenerationsTogether campaign, which seeks to bridge the gap between generations and create a more age-inclusive society. The initiative also involves ‘Young Champions for the Elder Cause,’ enlisting school children and youth in the effort.

The theme for this year’s celebration was "Towards a Society for All Ages: Unlocking Opportunities." Panel discussions centred around "Unlocking Opportunities When Generations Come Together" and "Unlocking Opportunities Through Partnerships," featuring participants from various sectors, including educational institutions, the private sector, and media, as well as representation from the youth and elderly communities. The event brought together senior citizens, schoolchildren, volunteers, and stakeholders in an effort to foster a more cohesive society.

Expressing her commitment to the cause,  Sharmila Tagore said, "I am now at a stage in life where I choose work that resonates with me. As HelpAge India’s brand ambassador, I hope to raise awareness about elder issues and encourage greater support for this cause. Today’s theme, ‘Towards a Society for All Ages,’ is essential, but systemic change is necessary. Every stakeholder—whether civil society, educational institutions, corporates, philanthropists, or the public sector—must contribute."

India is home to an estimated 140 million elderly people, alongside 500 million individuals under the age of 20. With life expectancy increasing, strong intergenerational relationships are crucial for building an inclusive, age-friendly society. HelpAge India's 2022 report, Bridge the Gap: Understanding Elder Needs, revealed that 79 per cent of elders feel their family doesn’t spend enough time with them, while 40 per cent expressed a desire to "learn new things" to feel included.

Rohit Prasad, CEO of HelpAge India, elaborated on the #GenerationsTogether campaign's mission, stating, “This campaign seeks to foster interaction between generations, encouraging conversations and collaboration to create a more age-sensitive society. The International Day of Older Persons reminds us of the need for stronger intergenerational ties. The elderly can impart life lessons to the youth, while younger generations can help older adults navigate the digital world.”

The campaign, targeted at middle and high school students, aims to address issues like elder isolation and neglect by facilitating mutual respect and understanding. Activities include contests, workshops, and community programs designed to bring seniors and children together. These initiatives offer opportunities for intergenerational learning, digital literacy, and celebrations that unite both generations.

In his opening remarks, Kiran Karnik, Chairperson of HelpAge India, emphasized the importance of multi-stakeholder partnerships in addressing ageing-related issues. He noted, "The development of partnerships between government, academia, the private sector, and civil society is essential to mainstreaming ageing. With India's elder population set to surpass 300 million by 2050, a holistic view is needed. We must rethink policies on health, social security, and employment to ensure a better future for older persons."

The event concluded with a cultural performance by senior citizens, showcasing that age is no barrier to fulfilling one's dreams.