Antara AGEasy, the direct-to-consumer arm of Antara Senior Care, has launched the ‘Fun is Ageless’ campaign, aiming to reshape the perception of ageing in India. The campaign, driven by insights from customer immersion sessions, consists of a digital-first ad film series that challenges traditional, sympathy-driven views on senior care. Instead, it presents an aspirational vision where seniors embrace life’s experiences, leading active, independent, and joyful lives.
The series of seven engaging and quirky ad films focuses on showcasing how seniors can thrive despite physical limitations, with the help of AGEasy’s innovative products. The narrative underlines that ageing should not limit a person’s potential but rather open doors to exciting opportunities and adventures.
Rohit Bishnu Khatua, Executive Vice President & Chief Marketing Officer of Antara Senior Care, explained, “Ageing should never be seen as a limitation, instead a liberating phenomenon of life. The ‘Fun is Ageless’ film series is more than just a campaign; it’s a movement to reshape the narrative around ageing. We aim to challenge existing stereotypes and inspire seniors and caregivers to see ageing as an opportunity for fun, adventure, and new experiences. Antara AGEasy is committed to enabling this journey by providing seniors with solutions that support their independence, comfort, and aspirations.”
The first film in the series features a father and his friends who are planning a trip to Goa but are hesitant to ask their son for help. The son reassures his father, encouraging him to pursue his wishes, and highlights how AGEasy’s products can help manage his health conditions. The series aims to foster excitement and a shift in mindset towards ageing, with a humorous and refreshing take on senior care. Watch the full film here: https://www.youtube.com/shorts/xjlqZ9dhjA8
AGEasy, India’s only dedicated online and offline senior care store, offers health and wellness solutions to help seniors lead independent and fulfilling lives. From managing chronic conditions like lung health, joint health, and fall prevention, AGEasy provides a carefully curated selection of products designed to support seniors and their caregivers. As part of the $5Bn Max Group’s Antara Senior Care, AGEasy is committed to empowering seniors to age with joy and ease.
