Five-part campaign ‘Expert Senior Care, Apno Jaisi’ highlights emotional and medical realities of caregiving
National, September 18, 2025: Antara Senior Care, India’s only fully integrated senior care ecosystem and a part of the $5-billion Max Group, has launched a five-part digital campaign featuring acclaimed television actor Hiten Tejwani. Titled ‘Expert Senior Care, Apno Jaisi’, the campaign seeks to raise awareness about the importance of dignified living and safe, specialised care solutions for India’s rapidly ageing population.
Released on YouTube and amplified across social media platforms, the campaign shines a light on the emotional challenges of ageing and caregiving in today’s India. With children moving away for education or work, many seniors struggle with loneliness and complex health needs, while families worry about their well-being.
Through relatable everyday scenarios and specialised medical cases, the films demonstrate how Antara’s ecosystem provides comprehensive care. From stroke recovery requiring speech, occupational, and physiotherapy, to post-surgical rehabilitation, dementia support, and 24×7 nursing care, the campaign underscores Antara’s ability to deliver health, safety, and companionship in a homely environment.
Ishaan Khanna, CEO, Antara Assisted Care Services, explained the thought behind the initiative: “Social and family structures have changed, weakening traditional support systems for seniors. Yet the love and worry of children for their parents remain constant. Our campaign starts an honest conversation about caregiving anxieties and the loneliness of ageing, while showing how Antara provides dignity, safety, and companionship for seniors, and peace of mind for families.”
The campaign comes at a critical time in India’s demographic journey. According to the JLL–ASLI Senior Housing Report, India’s senior population is projected to more than double from 156.7 million in 2024 to nearly 346 million by 2050, representing more than 20% of the population. Alongside this, rising migration—34.6% of urban residents in 2020–21 were migrants—highlights the urgent need for structured senior care solutions.
Antara’s Care Homes and Memory Care Homes in Noida, Gurugram, Bengaluru, and Chennai are designed to address this need with a blend of medical expertise and holistic support. Services include long- and short-term residential care, rehabilitation, pre- and post-operative recovery, and dementia-specific support. With geriatric-trained staff, 24×7 doctor access, physiotherapy, occupational therapy, in-house pharmacy, curated engagement calendars, nutritionally assisted meals, and emergency support, Antara provides a safe and compassionate environment for seniors.
About Antara Senior Care
Founded in 2013, Antara is the senior care business of Max India Limited. It operates across two main verticals—Residences for Seniors and Assisted Care Services. Its first residential community in Dehradun houses nearly 200 families, with a second community set to open in Noida’s Sector 150 in 2025. Antara is also expanding into Gurugram with residences, senior living spaces, and primary healthcare services at Estate 360, Delhi-NCR’s first intergenerational community by Max Estates.
Antara’s Assisted Care Services include Care Homes, Memory Care Homes, Care at Home, and AGEasy, a platform offering senior-specific products and solutions. With six facilities across Delhi, Gurugram, Noida, Bengaluru, and Chennai, Antara is shaping the future of dignified and compassionate senior care in India.
Antara Senior Care’s digital campaign featuring acclaimed television actor Hiten Tejwani
Youtube link to the five-part campaign:
