“Proud2B60: Who Are You Calling Old?” is a special campaign by HelpAge India in India’s 60th year of Independence.

This is the year Midnight’s Children become Senior Citizens, as India celebrates its 60the anniversary of Independence on August 15, 2007.

Millions of people are living their later years with unprecedented good health, energy and expectations for longevity.

Suddenly, traditional phrases like "old” or "retired" seem outdated.

HelpAge’s “Who Are You Calling Old?” campaign presents the many faces of this New Age.

New language, imagery, and stories are needed to help older people and the general public re-envision the role and value of elders and the meaning and purpose of one’s later years.

This campaign is about leading this change. It is about combating the negative image of the frail, dependent elder.