AGEasy, the direct-to-consumer products brand from Antara Senior Care, has launched a Father's Day campaign featuring poet and storyteller Nayab Midha.
At the heart of the campaign is an original poem, 'Papa apna khayal nahin rakhte', which draws attention to a familiar reality across Indian families: fathers often prioritise the needs of others while neglecting their own wellbeing.
The digital film uses Midha's storytelling style to explore the gradual role reversal that accompanies ageing, when adult children begin taking on caregiving responsibilities for their parents. Through everyday moments and observations, the campaign seeks to encourage families to be more attentive to the health and wellbeing needs of ageing fathers.
Watch the video here:
Speaking about the campaign, Ishaan Khanna, CEO of Antara Assisted Care Services, said, “Fathers are often seen as the strongest pillars within a family, and in living out this persona, they can sometimes overlook their own health, making the need for care less visible, even to themselves. As they age, many families find themselves navigating a new phase, one where care begins to flow in the opposite direction. This campaign is a reminder for families to pause, pay attention, and be more present in supporting their fathers with care, respect, and dignity. At AGEasy, we are committed we are committed to enabling caregivers with thoughtful, accessible solutions that help their loved ones continue to live independently and with confidence.”
Explaining the choice of poetry as a storytelling format, Khanna added, “Poetry does something direct communication often cannot. It eases conversations families find difficult to start. Telling an ageing father that it is ok to accept care is a sentiment that the best of us struggle with. We hope that this Father’s Day, this poem will make it easier for many young adults to tell their fathers ki ‘unki sehat kitni zaruri hai’.”
Through the campaign, AGEasy aims to spark conversations around ageing, caregiving and the often-overlooked health needs of senior family members. The initiative aligns with the brand's broader focus on supporting seniors through products designed for fall prevention, joint care, lung care, diabetes management, gut health and overall wellness.
