Antara AGEasy, the direct-to-consumer (D2C) arm of Antara Senior Care, has partnered with actor Anupam Kher for a digital campaign aimed at promoting awareness about active ageing in India. The initiative highlights how products tailored for older adults can support independent living and everyday wellness.
The campaign features an advertisement film and a series of outreach activities across digital platforms, including YouTube and social media. It focuses on how ageing can be managed proactively using products designed to address age-related health and lifestyle needs.
Ishaan Khanna, CEO, Antara Assisted Care Services, said, “In India, we have always believed that caring for our elders – ‘seva’ – is our responsibility. At Antara AGEasy, we are honouring this tradition while adapting to modern realities, seniors desire to age actively and independently. Our ‘Expert Senior Care, Apno Jaisi’ approach ensures that through our thoughtfully designed products, seniors can manage their wellbeing with ease and joy. Actor Anupam Kher embodies this spirit, staying proactive about his health, while gracefully embracing the changes that come with age. Together, we're showing that growing older can be about maintaining vitality and ageing on one's terms.”
The campaign highlights Antara AGEasy’s range of products, including the Protec Neo smartwatch with emergency SOS and live location tracking, a blood pressure monitor, nebuliser, and support aids such as wedge pillows. These products are intended to provide practical assistance for common age-related concerns.
The initiative is part of Antara AGEasy’s broader approach to support India’s ageing population. According to the 2024 JLL-ASLI report, the country’s senior population is expected to grow from 156.7 million in 2024 to around 346 million by 2050, representing approximately 20% of the population. The United Nations Population Fund (UNFPA) has projected a nearly 280% increase in the 80+ population over the same period.
