Columbia Pacific Communities Launches #FraudFighters Campaign on World Senior Citizens Day to Combat Financial Cyber Scams

Columbia Pacific Communities
Poonam Dhillon and Columbia Pacific Communities encourage senior citizens to become #FraudFighters

MUMBAI: Columbia Pacific Communities (CPC), India’s largest operator of senior living communities, has launched an awareness campaign called #FraudFighters in collaboration with Karnataka Bank to mark World Senior Citizens Day on August 21. The campaign aims to protect and educate senior citizens against financial fraud and equip them with the knowledge and skills to safeguard themselves against modern-day cyber scams.

The first phase of the campaign involves interactive audio bytes of open-ended conversations between seniors and scammers. These engaging audio bytes have been designed to empower seniors with insights into the dynamic landscape of banking policies, including officious terms such as OTP and KYC. Columbia Pacific Communities has roped in Karnataka Bank as its knowledge partner to amplify the impact of this campaign with a comprehensive 60-minute online awareness session, ‘Unmasking Cyber Fraud for Seniors’ on August 17, 2023.

Renowned actor Poonam Dhillon has teamed up with Columbia Pacific Communities to empower seniors against cyber scams. In a compelling video message, Dhillon sheds light on the surge in cyber scam cases in India, particularly targeting seniors. She emphasizes the campaign’s goal, which is to transform seniors into #FraudFighters and safeguard their hard-earned money.

Piali Dasgupta, Senior Vice President, Marketing, at Columbia Pacific Communities, said, “Our campaigns on the occasion of World Senior Citizens Day each year attempt to spark awareness and discussions around issues faced by senior citizens in our country. Considering the growing number of cybercrimes against the elderly, Columbia Pacific Communities decided to address the issue and empower seniors to safeguard their hard-earned money from cyber scammers.

Various educative content, including an infographic around cybercrime, quizzes, and a video session helping seniors learn more about cybercrime, can be found on a dedicated microsite on the CPC website. Seniors are encouraged to share their personal experiences of online deception on the microsite. By sharing stories, seniors can contribute to collective learning and awareness.

Columbia Pacific Communities
Columbia Pacific Communities

The ongoing marquee annual event of Columbia Pacific Communities, Platform 2023, will culminate in the grand finale on August 21, World Senior Citizens Day. The recent campaign aligns with the brand’s core mission of amplifying the voices of seniors, nurturing their interests, and promoting the brand philosophy of positive aging.

Columbia Pacific Communities is India’s largest and most experienced senior living community operator with close to 1750 residential units under management in 5 cities and 10 locations across south India. It is committed to reimagining the concept of senior living in India and creating world-class practices that exceed the expectations of all stakeholders. It is part of the Columbia Pacific group, one of the foremost developers of senior living communities in the United States, Canada, and Southeast Asia.


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