Golden Yug
In Indian society, old age homes are weighed down by stigma. Sending parents to one is often seen as neglect — a cultural burden that makes elder care an uncomfortable subject. Our challenge was to dismantle that perception and reframe Golden Yug as something entirely different: not an institution, but a retreat.
We drew on the symbolic ties between humans and nature — rootedness, renewal, belonging. Out of this came the campaign line:
Close to your Earth.
Closer to your Parents.
PART 2 : CAMPAIGN
To bring the campaign to life, we executed a three-day intensive shoot featuring award-winning actress Adah Sharma.
Directed by Abhinav Saxena, with cinematography by Sreerama Samstuth and produced by Rohini Hak, the project mobilised a full crew across multiple locations.
We produced the hero launch film, social cutdowns, static creatives, and campaign visuals — all designed to extend the story into every channel. The creative system blended hospitality cues with warmth and intimacy, positioning Golden Yug as a sanctuary where care and comfort coexist.