Often seniors in our society are associated with various labels and celebrating love and being romantic is considered an impractical idea for seniors. As a brand, Columbia Pacific Communities has always stood against ageism, and attempted to break age-related stereotypes, whether it is through the campaign RELEARN or through initiatives such as organising south India’s first senior citizens flash mob.
Drawing parallels between food and relationships, Columbia Pacific Communities believes that both come with their own unique flavours, and both need time and patience to be nurtured. The initiative was a symbol of acknowledgment that love is ageless and selfless. It focuses on the fact that food often is an individual’s first love, and the love for food often builds lasting, loving relationships. Nothing spells ‘love’ more than a platter of delicious fare.
A contest titled #ExpressionsOfLove was run for residents of Serene Urbana by Columbia Pacific Communities and inviting poems, prose, photographs, painting, craft and other forms of art that depict an expression of love. The top three entries won a special Valentine’s Day meal comprising a 100 dishes at the Taj Yeshwantpur, Bengaluru.
Commenting on the initiative, said, Mohit Nirula, Chief Executive Office, Columbia Pacific Communities, "The Oxford dictionary defines "love" as "an intense feeling of liking and concern for another person." It is not bound by age, it can be felt by the most young and one can continue to feel this emotion until one's last day. Columbia Pacific Communities is delighted to host three special couples from its senior living community Serene Urbana, a unique Valentine's Day experience. Taj Yeshwantpur will host three couples for a Valentine's special meal to celebrate love and demonstrate that love is ageless."