As part of the Pococare journey, it is extremely satisfying to see the joy on the faces of the seniors when their opinion is sought, their experience respected, and they get to share their wisdom. It is all about engagement. But they sulk because the society (includes most stakeholders in their world) wants them to behave in a certain manner. Please take care of your health is the most common conversation (many conversations start and end there). But in the quest to respect our concerns and their well-being, we curb their freedom. Retired itself is a poor choice of a word according to our positive conversations with many such ladies and gentlemen. An aunt reminded me of my crestfallen face during school days, when I was asked to get inside the house to study, after playing cricket but wanted to keep playing forever with other kids. That’s exactly how they feel when they can work or engage but forced to ‘retire’.
With the above background, let me share that we have been thinking of a brand ambassador for Pococare, somebody above 60 for sure. Charismatic, engaging, articulate with a brilliant sense of humour. Ideally politically neutral. Like Big B or an extremely handsome surgeon friend who is still blushing at the idea of turning into a model, maybe a combination of some of my ex-bosses (not naming which ones, as I am yet to seek permission to let the world know they have crossed 60 in age), the forever young Ashok Soota who is a role model for people of all ages Or maybe you can ask your parents or grandparents to audition too.
And then, I was reminded of the brand budgets and that we are still only a small company with an audacious mission – 1-5-100!
But then, things somehow happen when you stay calm about your ambitions. And I was thrilled to see an article by an extremely articulate, popular gentleman also known for his wit, write about gerontocracy. So what if he is a politician and we cannot appoint him as a mascot for Pococare? His views are a must read. Anybody who has a family member above 60, if you are above 60 or approaching 60, if you are part of the HR community, working professional, at home …. Please read. The last line needs introspection across the society.
I wish I could reach out to Dr. Shashi Tharoor in person and ask for his help.
To get the freedom to be truly alive, the foundation is to be emergency ready. Let us make 100k elders in India emergency ready.
If you can help in this movement, reach out to me: ranga@pococare.com
Meanwhile thanks to the one and only Dr. Tharoor for writing such a beautiful article.
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