Old is the new young for advertisers

Seniors undergo an image makeover in advertising, signalling their growing economic power

An elderly mother talks to her adult son about the need to secure his future while home loan rates are down. “Buy a house,” she says to her son fully aware that it will leave her lonely in the process. The son is taken aback and predictably asks her how she will cope with the loss. The mother says, “Oh! Don’t worry about me. Buy a house close to where we are, it will help you.”

This commercial for Axis Bank’s home loan portfolio is currently playing on national television. But while the banter between mother and son brings a smile