Active Ageing PR: Building Generation Evergreen for India’s 50-Plus Audience
Client
Marzi (Marzi by Primus)
Project Type
Category Creation and Launch PR, project-based engagement
Location
Mumbai and Bengaluru
Client Overview
Marzi is an active-ageing lifestyle and community platform built for India’s 50-plus audience, which it calls Generation Evergreen. The platform combines travel, events and community experiences across Mumbai and Bengaluru.
About Project
Marzi engaged Umanshi for active ageing PR that would introduce the brand to Indian media as a lifestyle brand, not a senior-care service. The objectives were to establish a credible media vocabulary for active ageing, secure launch visibility for Marzi’s hybrid travel offering and position Co-Founder Vibha Singal as a mainstream voice on how Indians in their fifties and sixties are choosing to live.
Challenge
No Existing Media Category to Pitch Into
Indian newsrooms file the 50-plus audience under health, retirement or elder care. There was no established lifestyle or consumer beat that would naturally receive a brand built for this demographic, so active ageing PR first had to give journalists a reason to cover it.
Overcoming Deficit Framing
Coverage of older Indians defaults to loneliness, dependency and decline. Marzi’s celebratory positioning risked being rewritten into a sympathy narrative, which would undermine the brand with its own audience.
A Short Runway to Build Credibility
The mandate ran across a compressed three-month window. Visibility had to be earned quickly and across multiple verticals, without the long retainer runway that category building usually needs.
Our Strategy
Creating the Generation Evergreen Vocabulary
Rather than pitching a company, we pitched a demographic shift. Generation Evergreen gave editors a named, ownable idea, which moved the conversation from what Marzi sells to what this audience now wants.
Travel Trade as the Entry Point
Travel and hospitality media were the first door. These desks already understood the audience as a commercial opportunity, which made the launch an industry story rather than a brand announcement.
Founder-Led Crossover Into the Mainstream
Vibha Singal’s perspective carried the narrative out of trade press and into national news and lifestyle platforms, where the story was framed around changing consumer behaviour.
Owned Experiences as Recurring News Pegs
B.Old Fest gave the account a live, visual and repeatable news hook, extending coverage beyond a single launch moment into events, experiential and print.
Result & Metrics
CAT A national placements
0
+
travel-trade placements in 48 hours
0
Build the Category Before You Build the Brand
When a brand serves an audience the media has no language for, visibility starts with creating the vocabulary. Discover how category-first storytelling and active ageing PR can turn an overlooked demographic into a recognised consumer narrative.
Category Creation PR: FAQs
What is active ageing PR?
Active ageing PR is public relations for brands serving people in their fifties, sixties and beyond as active consumers rather than patients or dependants. It positions travel, lifestyle, community and wellness brands for this audience in mainstream media instead of health or elder-care coverage.
How do you get media coverage for a brand with no existing news beat?
Give journalists a story larger than the brand. For Marzi, we named a demographic shift, Generation Evergreen, and pitched that first. Once editors had the idea, the brand became the natural example of it.
Why start a launch with trade media?
Trade desks already understand the commercial opportunity. Travel and hospitality media saw the 50-plus traveller as a growing market, which made Marzi’s launch an industry story and gave mainstream editors a credible reason to follow.
How long does category creation PR take?
Usually longer than a launch. Marzi’s campaign showed that a sharp vocabulary, a credible founder voice and owned events can build category recognition within three months, but sustaining it needs consistent coverage over time.
Does Umanshi offer PR for lifestyle and consumer brands?
Yes. Umanshi provides active ageing PR, category creation PR, launch PR and founder visibility for lifestyle, travel and consumer brands across Mumbai, Bengaluru and India.
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