Five-part series ‘Expert Senior Care, Apno Jaisi’ highlights emotional realities of ageing and caregiving in modern India
National, September 17, 2025: Antara Senior Care, India’s only fully integrated senior care ecosystem and part of the $5-billion Max Group, has rolled out a new digital campaign featuring television actor Hiten Tejwani. Titled ‘Expert Senior Care, Apno Jaisi’, the five-part series aims to raise awareness about dignified and safe care solutions for India’s ageing population.
The campaign, currently live on YouTube and set to be amplified across social media, explores scenarios such as stroke recovery, dementia management, and post-surgical rehabilitation — emphasising the specialised medical and emotional support Antara provides. By highlighting both the anxieties of caregiving and the loneliness of ageing, the campaign reaffirms Antara’s mission to give seniors dignity, companionship, and safety, while offering peace of mind to families.
Speaking on the campaign, Ishaan Khanna, CEO, Antara Assisted Care Services, said, “Social and family structures have changed vastly, weakening traditional support systems for seniors. The ‘Expert Senior Care, Apno Jaisi’ campaign starts an honest conversation about these anxieties while demonstrating how Antara can provide both health and emotional care.”
The campaign comes at a critical time as India’s senior population is projected to rise from 156.7 million in 2024 to nearly 346 million by 2050. With family dispersal accelerating, structured and compassionate senior care is emerging as a social necessity.
Antara currently operates Care Homes and specialised Memory Care Homes in Noida, Gurugram, Bengaluru, and Chennai, providing long- and short-term residential care, rehabilitation, transition care, and dementia support. With customised care plans, round-the-clock doctor access, physiotherapy, therapy services, curated engagement activities, and emergency support, Antara ensures a safe, homely environment for seniors.
About Antara Senior Care
Founded in 2013, Antara is the senior-care arm of Max India Limited, part of the $5-billion Max Group. It operates across two main business lines — Residences for Seniors and Assisted Care Services. With its flagship senior residential community in Dehradun and a second project in Noida’s Sector-150, Antara caters to the social, wellness, and healthcare needs of seniors. Its Assisted Care Services include Care Homes, Memory Care Homes, Care at Home, and AGEasy, with six facilities across Delhi, Gurugram, Noida, Bengaluru, and Chennai.
Antara Senior Care’s digital campaign featuring acclaimed television actor Hiten TejwaniPhoto credit: Antara Youtube link to the five-part campaign:
