India’s advertising conversation is quietly shifting - but not loudly enough. As brands race to decode Gen Z slang and algorithm-friendly aesthetics, a far more powerful story is unfolding in plain sight: ageing is no longer invisible, and neither are the people living it. Senior citizens today are healthier, wealthier, digitally present, and culturally influential in ways that defy every dated trope advertising once relied on. At the same time, Indian advertising is witnessing a noticeable rise in older actors, founders, and real seniors stepping into the spotlight as brand ambassadors - not as nostalgic props, but as credible, aspirational faces of trust, longevity, and lived experience.
This shift is already visible on screen. From financial services and healthcare to retail and technology, Indian brands are increasingly turning to older faces to anchor trust and credibility. Amitabh Bachchan continues to lend gravitas to banking, insurance, and public service campaigns, while actors like Neena Gupta and Anupam Kher are being positioned as symbols of independence, authority, and lived wisdom rather than nostalgia. In 2025 alone, several campaigns went a step further, placing senior citizens at the centre of brand narratives rather than the margins. Tulips Adult Diaper Pants featured Boman Irani as the face of dignity and independence, reframing incontinence as a lifestyle enabler rather than a limitation. Flipkart’s SuperCoins campaign cast spirited dadaji and dadijis as smart, value-conscious digital shoppers, subtly challenging the idea that loyalty programmes are built only for the young. Purpose-led brands like Antara AGEasy celebrated seniors as protagonists of joyful, independent living, while retail and technology campaigns such as Reliance Digital’s ‘Technology se Rishta Jodo’ portrayed older consumers as curious, capable learners rather than digital outsiders.
Yet the contradiction remains. While casting has aged up, strategy often hasn’t. Are brands truly designing products, messaging, and media plans for older adults - or are they simply borrowing their faces while still speaking to younger wallets? As India moves deeper into a silver economy era, the real question for advertisers in 2026 isn’t whether seniors matter. It’s whether brands are finally ready to market to them, not just around them.
According to Shubhra Saraf Sethi, EVP - Head of Entertainment Ad Strategy (TV + Digital), JioStar Network, some categories are finally moving beyond generic offerings and starting to design specifically for older consumers. “CPG (consumer packaged goods) manufacturing companies are increasingly catering to the unique needs of senior citizens, moving beyond a one-size-fits-all approach. Brands are focusing on specific health and dietary needs, leading to tailored innovations in food, clothing, and personal care,” she says. This trend is even being noticed in product launches as Sethi points out, “For instance, FMCG companies are launching products like shampoos for grey hair, showing a growing commitment to niche markets for seniors. While still evolving, CPG brands and D2C companies are at the forefront of this trend. The travel sector, with companies like Kesari Travels, also engages seniors by offering packages tailored to their comfort and interests, highlighting broader growth potential in meeting seniors’ needs.”
Untapped Potential of the Senior Market
According to the latest demographic estimates in several media reports, around 9.7–11% of India’s population is aged 60 years and above in 2025–26, translating to roughly 150 million older adults — a significant increase from just over 8% a decade ago. Government projections from the Press Information Bureau’s Elderly in India report show that this cohort will grow sharply in the coming decade, with India’s senior citizen population expected to reach about 230 million, or roughly 15% of the total population, by 2036. Looking further ahead, long-term estimates suggest that by 2050 nearly one in five Indians will be aged 60 or above (around 320–347 million people) signalling a profound demographic shift with wide-ranging implications for markets, media, and social infrastructure alike.
“For reasons known only to advertisers, most individuals above 50 years of age are often not targeted in marketing campaigns, let alone those aged 65 years and above. However, today’s 50-plus demographic has significant purchasing power, from buying luxury homes and cars to exploring various investment options, yet they are often overlooked as a dominant consumer base,” asserts Jolene Fernandes Solanki, COO, Madison Media Ultra. “Are we missing these individuals in the marketing funnel? While the world is chasing Gen Z and Millennials, few brands actively target senior citizens, resulting in lower advertising expenditure (AdEx) for this group,” she adds.
“Brands segment senior citizens by age, lifestyle, and geography to tailor their marketing strategies. Key sub-groups include pre-retirees (50-65 years), active retirees (65+), health-conscious seniors, and tech-savvy individuals,” states Rupali Chavan, Senior VP - Business Head, Mudramax, while adding that urban seniors typically have higher disposable income, greater tech adoption, and engage more with digital platforms, whereas rural seniors often face limited tech access and social isolation, requiring traditional marketing methods and community-focused approaches.
Sethi believes today’s seniors, who grew up admiring sports icons like Sachin Tendulkar, have a strong connection to sports. Despite youth engagement, seniors spend significant time watching sports, which helps them stay connected to their past and fosters family bonding. Sports like cricket are especially meaningful to them. Speaking about the sectors that advertise for senior citizens on sports platform, she elaborates, “Life insurance companies effectively target seniors by focusing on life security, while the banking sector appeals to them with home banking. Financial services frequently use sports to connect with this demographic, and the financial sector, particularly banking and insurance, has made notable efforts with tailored campaigns for seniors.”
What are brands doing?
Today, the older adults or senior citizens are emerging as a powerful consumer group with distinct needs, preferences, and purchasing power. However, advertising to seniors requires a delicate balance of empathy, respect, and innovation. Brands must navigate the complexities of reaching a generation that grew up with traditional media but is increasingly embracing digital channels. Let’s find out how brands are approaching this audience, whether their efforts are effectively meeting the needs and expectations of today’s seniors—or missing the mark.
“Senior citizens, representing one in twelve people, are a significant market segment. Many are affluent but still underinsured, particularly in health insurance, with growing interest in travel and motor insurance,” says Rathin Lahiri, Head – Marketing & CSR, SBI General Insurance. He further explains, “Seniors are active on WhatsApp and respond well to traditional media like print and TV. Our strategy involves increasing insurance awareness through regional media, targeted camps, and digital health and wellness promotions.”
“Friends Diapers targets seniors with incontinence, their partners, and caregivers, highlighting seniors as empowered individuals. Initially bought by caregivers, more seniors are now purchasing the product themselves. Our marketing emphasises organic conversations on relevant topics like politics, the silver economy, and mental health, leveraging social media to build a supportive community with over 30 lakh monthly reach and a 12% engagement rate. We focus on meaningful interactions, prioritising shares and comments,” explains Kartik Johari, Chief Marketing and Growth Officer, Nobel Hygiene. “In the last two plus years, our social media community has grown to over 45,000 active followers. Unlike competitors who frame wearing diapers as an achievement, Friends Diapers normalises incontinence. Our Maharashtra outdoor campaign featured AI-generated images of seniors with the message, ‘You can’t carry a toilet everywhere. Thankfully, you don’t need to,’ effectively showcasing our product’s convenience,” he adds.
Speaking about how SeniorWorld caters to the senior citizens with its products and offerings, MP Deepu, Co-Founder & COO, SeniorWorld, shares, “We celebrate ‘Seenagers’—seniors who approach aging with energy and a passion for new experiences. We cater to this vibrant group with products and services that support independence and engagement, from travel adventures and staying connected via our Easyfone (Mobiles for Senior Citizens) to learning new skills with our SilverWings app. Understanding unique purchasing behaviours, we note that while many seniors receive products like Easyfone and SilverWings app subscriptions as gifts, increasingly they are making their own choices for lifestyle and travel. We serve various sub-groups, including Tech-Savvy Seniors, Adventurous Travelers, Health-Conscious Consumers, and Family-Centric Individuals, aiming to meet their diverse needs. Our offerings, including the SilverWings App, foster a community for learning and engagement, helping Seenagers live independently and confidently.”
Advertising Spend and ROI: Is It Worth the Investment?
With growing senior demographics and their significant purchasing power, the question arises whether the advertising spend on this demographic is truly yielding valuable returns, or are there more efficient strategies to explore?
According to Chavan, in recent years, Indian seniors have notably increased their media consumption through digital platforms. One of every five respondents aged 60 spend over four hours daily on social media, with Facebook, WhatsApp, and Twitter being particularly popular mediums. 34% of senior women spend more than four hours a day on these platforms compared to 11% of men, which is way higher than millennial and GenZ users. She further elaborates, “The allocation of advertising budgets has also been increased in the recent years because of the growing population of senior citizens in the market. Spendings by senior citizens are expected to increase by 10x times in the coming 10 years.”
“Individuals aged 65 and above have high TV consumption, followed by the internet, with print trailing behind but still achieving higher reach compared to other generations. Although not as tech-savvy, they are increasingly learning to navigate the digital world. Their time spent on media is higher than that of younger individuals. With the digital boom, most advertisers are ramping up their investments in digital channels. However, unlike TV, which has a broader spillover effect on all demographics, digital campaigns are sharply targeted, often reducing exposure to older audiences,” opines Jolene.
As India’s senior citizen demographic grows significantly, brands face both challenges and opportunities in targeting this diverse group. While traditional media and emerging digital platforms offer avenues for engagement, addressing unique needs and preferences remains crucial. The effectiveness of advertising strategies hinges on their ability to resonate with seniors’ lifestyles and preferences, ensuring that this vital market segment is both understood and valued.
