Goodfellows addresses the challenge of elderly loneliness

Goodfellows, the companionship start-up company launched by Ratan Tata, has rolled out a campaign to highlight its services. 

 

Conceptualised by the Goodfellows in-house team, the film showcases how companionship is provided to senior citizens through young graduates who are vetted for the program. The film showcases an elderly lady going through daily tasks in her solitude like making tea, playing carrom, and praying. It then goes on to depict how a ‘Grandpal’ (a young girl who is volunteering for Goodfellows) comes into the old woman’s life and becomes a companion for her. It reveals how the young woman accompanies the old woman through all her daily tasks. The film ends with the narrator saying ‘companionship means different things to different people’. 

 

Shantanu Naidu, general manager of Ratan Tatan,  said, “The start-up emphasises that companionship means different things to different people. To some, it may mean watching a movie, narrating stories from the past, going on a walk or having quiet company sitting around doing nothing together, and we are here to accommodate it all. In its beta phase, we discovered how organically the Grandpals bonded with the Goodfellows. Tata’s investment in our venture further is a huge source of encouragement to our dedication to this concept.”

 

CREDITS: 

 

Client and production: Goodfellows India

Cast: Sulbha Arya and Abha Rantaa

Director and editor: Sukrut Teni

Creative producer: Shantanu Naidu

D.O.P: Deep Sawant

Art and costume: Niki Thakur

Production manager: Rupesh Thakur

Production assistant: Arsalaan Shaikh

Make-up: Aayushi

Sound designer: Orbit Studio, The Sound Orb

Colourist: Rahil Merchant