New digital campaign by Antara AGEasy challenges age stereotypes and promotes independent, wellness-focused lifestyles for seniors
new collaboration, veteran actor Anupam Kher has partnered with Antara AGEasy, the direct-to-consumer vertical of Antara Senior Care, to lead a national digital campaign promoting the idea of active ageing. The initiative aims to reshape how ageing is perceived in India—less as a decline and more as a vibrant, independent phase of life aided by thoughtful products and support systems.
At the heart of the campaign is a compelling digital ad film featuring Anupam Kher, who brings both personal authenticity and public influence to the conversation. It encourages older adults to take charge of their well-being using senior-first solutions such as Protec Neo smartwatches with SOS alerts and live tracking, BP monitors, nebulisers, orthopaedic support aids, and more. The message: ageing is inevitable, but how we age is a matter of choice.
Ishaan Khanna, CEO, Antara Assisted Care Services, commented:“In Indian culture, elder care has always been about responsibility and respect. But modern seniors want more—they want to age independently, with dignity. Through our ‘Expert Senior Care, Apno Jaisi’ approach, we combine tradition with innovation. Anupam Kher perfectly embodies this spirit—someone who embraces age with grace and vitality. This campaign reflects our commitment to empowering seniors to live life on their terms.”
The initiative, now live across YouTube and social media, marks a strategic effort by Antara AGEasy to engage India’s ageing population—and their caregivers—through relatable storytelling, practical solutions, and modern digital touchpoints. The product range addresses real-life challenges of ageing not with fear, but with empowerment, comfort, and care.
This partnership highlights the growing importance of senior wellness in India’s consumer landscape, bridging generational values with tech-enabled solutions to ensure older adults remain confident, capable, and connected.
Watch the new ad film: https://www.youtube.com/watch?v=_kpaIVCyVCE
