NEW DELHI: HMD Global, the home of Nokia phones, has joined hands with HelpAge India to roll out a nationwide campaign, #KhamoshiKhatam, that helps 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, a surprise virtual concert was organised at six HelpAge India homes on 26 December with a live performance and chat by celebrated singer artist Alka Yagnik, exclusively for the senior citizens. 

Over a tete-a-tete after the performance, Yagnik talked with the attending silvers 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 went live on 28 December. With every share it garners across social media platforms like Facebook and Instagram, it will secure a donation from HMD that will go to HelpAge India. 

HMD Global head of marketing - India Ruchira Jaitly said, “2020 has been an especially difficult year for senior citizens owing to the pandemic. Unprecedented social distancing and lack of human interactions has 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.” 

Singer Alka Yagnik said, “It’s a pleasure for any artist to be part of the lives of our senior citizens and to be able to bring festive cheer.”

HelpAge India head communications Sonali Sharma 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. HelpAge is happy to associate with HMD Global for bringing back positivity, cheer and happiness into their lives through this initiative. 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.”