Purpose-led campaign at CyberHub, Gurugram, offers Unibase Lumina Walking Stick at a symbolic price to promote freedom, dignity, and mobility for India’s elderly.
Gurugram, 11 August 2025: Marking Independence Day with a mission-driven initiative, Antara AGEasy — the D2C vertical of Antara Senior Care and part of the $5-billion Max Group — has launched an interactive on-ground campaign at CyberHub, Gurugram, running from August 10, 2025. The campaign aims to raise awareness around accessibility in seniorcare by offering the Unibase Lumina Walking Stick, originally priced at ₹2,499, for just ₹15 — a symbolic nod to August 15.
At the heart of the activation is a striking installation featuring a walking stick and a scannable QR code, directing visitors to the AGEasy platform where they can redeem the limited-period offer. Designed to inspire citizens to rethink freedom and dignity for seniors, the campaign encourages gifting this mobility aid to loved ones, enabling them to reclaim independence.
“This campaign is designed to be accessible, action-oriented, and symbolic,” said Ishaan Khanna, CEO, Antara Assisted Care Services. “The ₹15 offer is a gesture to spark awareness and invite people to experience the quality and intent behind our solutions. It’s about bridging the gap between curiosity and care — taking a small but meaningful step towards enabling dignity in ageing.”
Mobility challenges affect over 50% of India’s senior citizens, yet only 43% use mobility aids, according to NITI Aayog. Factors such as stigma, lack of awareness, and limited access contribute to the gap, despite falls being one of the leading causes of injury-related hospitalisations among the elderly. The Unibase Lumina Walking Stick — equipped with an inbuilt torch, anti-slip rubber base, and ergonomic handle — is designed to improve safety, confidence, and convenience in daily movement.
By offering it at a nominal price, Antara AGEasy aims not only to drive adoption but also to shift perceptions — reframing mobility aids from symbols of frailty to enablers of freedom and resilience. The campaign leverages both physical and digital channels, combining the high-footfall presence at CyberHub with targeted hyperlocal online amplification over the 10-day period.
Antara AGEasy offers over 65 senior-first products and 180 SKUs spanning fall prevention, joint care, respiratory health, and chronic condition management. Its products are available at the flagship store in Gurugram’s DT Mega Mall, through the brand’s own platform, and on leading marketplaces such as Amazon and Flipkart.
About Antara AGEasy:
Antara AGEasy is the direct-to-consumer business of Antara Senior Care, India’s most comprehensive senior care ecosystem. With a focus on quality, innovation, and dignity in ageing, AGEasy delivers senior-first products designed to make everyday life safer, easier, and more fulfilling.
