Fri Oct 03 09:48:15 UTC 2025: **FOR IMMEDIATE RELEASE**
**HelpAge India Launches ‘AdvantAge60’ Campaign to Redefine Aging**
**CHENNAI, October 3, 2025** – HelpAge India, a leading non-profit dedicated to the well-being of elders, today launched its groundbreaking campaign, ‘AdvantAge60: Powering Aspirations – Active, Enabled & Empowered,’ on International Day of Older Persons. The initiative aims to challenge conventional notions of aging and promote the active and meaningful engagement of senior citizens in Indian society.
The launch event, held in Chennai, featured prominent figures including Justice N. Kirubakaran, former Judge of the Madras High Court, and V. Balakrishnan, IPS, Inspector General of Police (Administration), underscoring the importance of elder welfare at all levels of society.
Citing its 2022 report, HelpAge India emphasized that a significant 40% of elders aspire to continue working and contributing actively in their later years. Studies have also revealed a societal perception where youth, while acknowledging elders as ‘wise’ and ‘respected,’ often view them as ‘dependent.’
“Our campaign calls for a paradigm shift, creating opportunities for elders in workplaces, policy-making, and communities,” stated Rohit Prasad, CEO of HelpAge India. “Age should not be a barrier to contribution and participation.”
Kiran Karnik, Chairperson of HelpAge India, echoed this sentiment, emphasizing the untapped potential of elders. “We need to recognize elders as assets, leveraging their skills and experiences for the wider benefit of society.”
The event culminated in the presentation of the ‘AdvantAge Achievers’ award to 87-year-old R.T. Namasivayam, in recognition of his dedicated service to elder welfare. The campaign’s launch marks a significant step towards fostering a more inclusive and empowering environment for senior citizens across India.
First Piper 