Bachpana Shouldn't Retire: A National Call to Redefine Ageing with Joy, Dignity and Preventive Care

Former Indian cricket captain MS Dhoni lent his voice to a senior citizen health initiative during his first visit to Meril’s global headquarters in Vapi, spotlighting the importance of preventive care and active ageing.

The interaction centred around the campaign “Bachpana Shouldn’t Retire,” a focused extension of Meril’s nationwide public health movement “Treatment Zaroori Hai.” The initiative aims to raise awareness about timely diagnosis, preventive screenings and access to advanced therapies for age-related conditions such as cardiac and orthopaedic disorders.

Speaking at the event, Dhoni stressed the importance of prioritising health across generations. “Taking care of your health is one of the most important things you can do—for yourself and for the people who love you. We all have a responsibility, especially the younger generation, to ensure our parents and grandparents receive the care and attention they deserve,” he said.

The campaign promotes a simple yet resonant message that while age advances, the spirit of curiosity and joy should remain intact. It encourages younger Indians to spend meaningful time with elderly family members, blending emotional well-being with preventive healthcare awareness.

India is witnessing a steady rise in lifestyle-related diseases that impact healthy ageing. According to the Indian Council of Medical Research, cardiovascular diseases account for nearly 28 per cent of all deaths in the country, making them the leading cause of mortality. Simultaneously, data from the National Family Health Survey (NFHS-5) indicates that over 24 per cent of Indian adults are overweight or obese.

Mobility-related conditions are also on the rise, with studies suggesting that nearly one in four adults in India suffers from knee osteoarthritis—one of the leading causes of disability and a key driver of knee replacement procedures.

Against this backdrop, the “Bachpana Shouldn’t Retire” campaign underscores the need for early medical consultation and access to innovative treatments to ensure that longer life expectancy translates into healthier, more active years.

Envisioned as a digital-first, participatory movement, the campaign will be amplified across Meril’s platforms through a multi-channel outreach strategy spanning print, television, radio and social media. The initiative will also feature expert-led conversations and influencer participation to drive sustained engagement around senior health.

With a focus on both awareness and action, Meril aims to spark a broader national dialogue on preventive healthcare and quality of life for India’s ageing population.