AGEasy, the consumer products arm of Antara Senior Care, has unveiled a new brand campaign featuring veteran actor Zeenat Aman, placing gut health at the heart of conversations around active ageing in India.
Positioned through a senior-first lens, the campaign challenges the notion that digestive discomfort is an inevitable consequence of growing older. While gut health has become a mainstream wellness theme, AGEasy argues that most offerings in the category remain fitness-led and largely age-agnostic. Its latest initiative seeks to spotlight solutions tailored specifically to senior bodies.
The campaign is being rolled out through a series of digital films across Instagram, Facebook and YouTube. The first film has gone live, with others scheduled to release in phases over the coming weeks.
The films highlight AGEasy’s newly introduced Gut Care range, which includes Gut Balance for daily digestive support, Consti Calm for regular bowel movement support, Bloat Calm to ease heaviness and gas, and Acidity Calm to address acidity-related concerns. The portfolio is designed to address common digestive challenges faced by older adults, reinforcing the link between gut health and sustained independence.
Sharing her perspective on the campaign, veteran actor and active ageing icon Zeenat Aman said, “Ageing, to me, has never meant slowing down; it’s meant becoming more aware of who I am and what my body needs; it’s meant becoming gutsy. That’s my approach towards health as well, especially gut health; it is something we often overlook, especially as we grow older, even though it impacts how active and comfortable we feel every day. AGEasy’s focus on designing gut health products specifically for seniors is refreshing because it acknowledges that our bodies and needs change, and that care should also change to keep pace. That’s a conversation worth having.”
Ishaan Khanna, CEO, Antara Assisted Care Services, said, “Ageing is usually addressed through a broad, one-size-fits-all solutions, even though senior health and wellness needs are distinct and require special attention. At AGEasy, seniors are at the heart of everything we do and hence we are committed to creating senior specific solutions. This time, we are starting the conversation from gut health because it's one of the areas where the gap between what seniors need and what the market typically offers, in the form of generic solutions, is most evident. Additionally, gut health is foundational to overall wellbeing. Zeenat Aman is a natural partner for this journey. Her gutsy, self-aware approach to ageing is exactly the mindset AGEasy's products are built around. She represents seniors who are active, aware, and won’t settle for anything less than what they deserve.”
AGEasy operates as an online and offline store focused on senior-specific health and wellness products, supporting the management of chronic conditions such as lung and joint health, as well as fall prevention. Since its launch in 2023, the platform says it has reached over 6.5 lakh lives.
Launched in 2013, Antara is the senior-care business of Max India Limited, part of the $7 billion Max Group. It operates across senior living residences and assisted care services, with residential communities in Dehradun and upcoming developments in Noida and Gurugram, alongside care homes and at-home services in multiple cities.
