Pune-based Naiknavare Developers, recently launched India’s theme-based project – Kutumb – an intergenerational community project brought to life in collaboration with a Bengaluru-based company focused on senior care, Primus.
In a bid to launch, as well as introduce the concept of intergenerational living among viewers and potential consumers, the real estate developer undertook the filming of a promotional video for the same project that featured top-listed Marathi film and television actors like Dr. Mohan Agashe, Shubhangi Damle, Purnima Dey, Pankaj Vishnu, and Niranjana.
Kutumb, which addresses the familial reality of current times coupled with the need for technology-driven living space, emerges as a complex yet essential concept that require a clear portrayal. What brings them together is the new property at Kutumb, where all three generations take occupancy and rekindle not only their relationship but also their familial values. The project’s USPs is comfort and convenience have also been aptly addressed.
The objective of Naiknavare Developers and Primus through Kutumb is to promote the beauty and sanctity of a traditional Indian joint-family system and the opportunity to have comfort, convenience, and security by means of tech-enabled solutions designed by Primus allowing the freedom of a nuclear family at the same time.
Speaking on the film, Dr. Mohan Agashe, Veteran actor and Psychiatrist, who is also the face of Kutumb said, “In present times where people are too engaged enjoying themselves in solitude, it has also unknowingly brought a lot of issues. This has resulted in a number of mental health-related problems. In this scenario, it has become important to have an intergenerational concept-based project. Kutumb is a project that focuses on three generations and their needs. The older generation is the support of everyone and children get an opportunity to live and spend time with their grandparents. However, parents do not realize that they are getting old in the company of these two generations. But they don't have time. In this kind of set-up, old people and children have a lot of time for each other. Knowledge and advanced technology cannot be an alternative to inculcating Sanskar; and for this, we need the presence of grandparents.”
Sharing his views on the collaboration with celebrities for Kutumb, Anand Naiknavare, Concept Architect and Head of Business Process, commented, “Bring on board renowned Marathi film stars like Dr. Mohan Agashe, Shubhangi Damle, Purnima Dey, Pankaj Vishnu, and Niranjana for the launch of Kutumb short film was an exhilarating experience. Leveraging their expertise and experience in the film industry contributed significantly in bringing our vision to life. We are certain that the short film will make an impact and put across our objective in front of the viewers in the right manner.”
