Antara Senior Care has unveiled a digital campaign featuring television actor Hiten Tejwani, for raising awareness about safe and dignified care solutions to help India age better. The five-part campaign, currently released on YouTube, will be amplified across social media platforms throughout the week by Antara, which is a part of the $5-billion Max Group and a wholly owned subsidiary of Max India Limited.
The Expert Senior Care, Apno Jaisi campaign highlights the emotional reality of ageing and caregiving in today’s India. As children move away for education or work, they worry constantly about their parents’ wellbeing and safety. Parents, in turn, struggle with loneliness. In addition to everyday instances of assisted living scenarios, the campaign brings to light situations where seniors benefit from specialised support.
For instance, recovery from stroke or cardiac arrest requires a combination of speech, occupational therapy and physiotherapy; post-surgical rehabilitation, such as for knee replacement, demands 24*7 nursing care and long-term physiotherapy; the complexity of managing dementia affects both seniors and their loved ones.
Elaborating on the thought behind the campaign, Ishaan Khanna, CEO, Antara Assisted Care Services, said, “Social and family structures have changed vastly over the past few decades weakening the traditional support systems that existed for seniors. But the worry of a loving child, no matter how far they live or for what reason, doesn’t change. The “Expert Senior Care, Apno Jaisi” campaign is our way of starting an honest conversation about the anxieties of caregiving and the loneliness of ageing, and to demonstrate how Antara can provide both health and emotional care. Our goal is to give seniors dignity, companionship, and safety, while giving their families peace of mind.”
