Punit Goenka, president, International Advertising Association (IAA) India Chapter said, "This gives us a great opportunity to partner with the Rotary District and spread an important and noble message about elder care. IAA has also capitalised on its enhanced focus on Young Professionals, in order to restrict entries to those under the age of 35."

Harjit Singh Talwar, district governor Rotary (District 3141), said, "We are delighted that the IAA and others are coming together to create awareness about the subject. We have 104 Clubs in the Mumbai region and will be able to use the service-oriented membership of these clubs to amplify the winning message manifold."

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Abhishek Karnani, chairman, IndIAA Awards Committee said, "Entries received will be shortlisted by a jury of creative experts before being placed before our main jury for the IndIAA awards." He said contest takes off from a brief received from Dignity Foundation that having invested a large part of their life in bringing up children, what elders really want from young adults is their time. And, that is probably the most difficult for young adults to give.

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