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HMD Global, the home of Nokia phones, has joined hands with HelpAge India, a charity working for disadvantaged older persons, to roll out a nationwide campaign, #KhamoshiKhatam. The campaign aimed to help take away the loneliness faced by senior citizens during the pandemic and encourages the country’s youth to remember, reconnect and rejuvenate their relationship with the elderly.

As part of the campaign, on December 26, a surprise, virtual concert was organised at six HelpAge India homes with a live performance and chat by singer Alka Yagnik, exclusively for the senior citizens.

During the performance, Yagnik sang the soothing video rendition of the ’90s song “Ek Din Aap Yun Humko Mil Jayenge…”. Over a tete-a-tete with the senior citizens after the performance, she talked with the attendees about their love for music, the challenges of living in a lockdown, and how the online concert marked a joyous end to a sombre year for the elderly.

A video that captures the essence of this heart-warming campaign on livening up the festive season for our senior citizens went live on December 28, 2020. With every share it garners across social media platforms, Facebook and Instagram it secured a donation from HMD that will go to HelpAge India.   

Ruchira Jaitly

Ruchira Jaitly, Head of Marketing, India, HMD Global, said, “2020 has been an especially difficult year for senior citizens owing to the pandemic. Unprecedented social distancing and lack of human interactions increased the silence in our lives. With #KhamoshiKhatam, we hope to bring surprise, cheer and hope in the lives of the senior members of our society with a beloved artist, Alka Yagnik. Not only this, with every share of the video, we will donate to HelpAge India. I urge people to share this video and show their support to our senior citizens.”

Sonali Sharma, Head Communications, HelpAge India, said, “Senior citizens have been the hardest hit during the Covid-19 pandemic, not only in terms of it affecting their health and livelihood, but also forcing them to deal with anxiety, depression and a feeling of isolation. Those living in old age homes were virtually cut off from the outside world. The silence was deafening. HelpAge is happy to associate with HMD Global, the home of Nokia phones, for bringing back positivity, cheer and happiness into their lives through this initiative. A special thanks to Alka Yagnik for the musical evening dedicated to our senior citizens. I urge everyone to reach out to the elders in their lives, spend time with them and show them that they are valued and cared for. 90% of elders in India have to continue working in order to survive. Each share of the video will go a long way in helping a disadvantaged elder. Let’s bring in the new year, by helping an elder in need.”

Chandni Shah

Chandni Shah, COO, Kinnect, said, “Senior citizens are experiencing disproportionately greater adverse effects from the pandemic. It has not only disrupted their daily routines but has also raised concerns about access to care, difficulty in adapting to technologies, and isolation. With #KhamoshiKhatam, the idea is to spread cheer by encouraging mental and physical well-being whilst making support available to our senior citizens. We are extremely proud to be associated with HMD Global, the home of Nokia phones, for this campaign as it emerges as an enabler for senior citizens to maintain social connection and brings happiness to them in these tough times.”