Bachpana Shouldn’t Retire - A National Call to Redefine Aging with Joy, Dignity and Preventive Care

Vapi (Gujarat) [India], April 08: Marking his first visit to Meril’s international headquarters in Vapi, former Indian national cricket team skipper MS Dhoni had a highly motivational chat about “Bachpana Shouldn’t Retire”. “Bachpana Shouldn’t Retire” is an extension of the public health campaign initiated by Meril called “Treatment Zaroori Hai” that seeks to spread awareness on early diagnosis and advanced medical treatment options.

As a more specific extension of the overall movement, “Bachpana Shouldn’t Retire” also launches a senior citizen health program under the banner of Treatment Zaroori Hai. The campaign highlights the fact that the earlier one goes for health checks and treatments using the latest treatment methods, the better results could be attained from any disease including cardiac, orthopedic, and other old-age related diseases — all leading to a healthy golden period of life. The idea promoted by the campaign is simple – while age catches up with us, the spirit of playing around, being curious and happy should remain forever young. The activity brought out how important it is to maintain one’s enthusiasm and dignity at each stage of life when there is an increase in lifestyle diseases amongst Indian seniors.

As far as the objective of the campaign goes, MS Dhoni added, “I have always felt that health is something that we need to take care of first and foremost because not only does it affect us, but it affects those around us, including our family and friends. It is important that the youth today feel responsible and make sure their parents and elders receive the attention they deserve. Campaigns such as Treatment Zaroori Hai are one such way.”

National Campaign for Families

The campaign is planned as a digital campaign in India and encourages the youth of India to spend some quality time with their grandparents by playing their favorite childhood games, engaging themselves in some activities, or even clicking a picture while having some fun. By bringing a balance between emotion and healthcare consciousness, it creates the point that emotions and health are interrelated.

Over the past few years, there have been instances where the cases of lifestyle diseases causing unhealthy aging have been rising in India. The diseases of the heart account for nearly 28% deaths in India, making them the foremost cause of deaths in the country, according to the Indian Council of Medical Research (ICMR) and the Global Burden of Diseases Study. However, the transformation in the lifestyles and reduced physical activities are the causes behind the increase in obesity that is on a rising trend, as per the NFHS-5 survey results, where it has been shown that more than 24% of adult Indians suffer from obesity. Apart from that, the transformation in lifestyles and reduced physical activities have also resulted in the rising cases of movement-related disorders; some studies conducted in the Indian Journal of Orthopedics and the NIH database state that around one-quarter of adult Indians suffer from knee osteoarthritis, which has emerged as one of the major disabilities, as well as the leading cause for knee replacement.

This would go to the next level through promotion on the platforms of Treatment Zaroori Hai, as well as the media platforms of Meril, through a comprehensive outreach program targeting all forms of media from, print media, television, radio, social media, and online media platforms, so as to ensure widespread visibility all over the country. The use of Key Opinion Leaders strategically, as per their digital viewing targets and through dialogues, would help in initiating an interesting dialogue regarding senior health issues.