Antara AGEasy teams up with Anupam Kher for campaign on confident ageing in India

This digital-first, multi-platform initiative includes an ad film and a targeted outreach programme that encourages Indians to approach ageing with ease and confidence.

Championing the idea of breaking age barriers, the campaign presents ageing not as a retreat but as a phase to be actively managed with the right support. It reinforces the message that while ageing brings physical changes, the response to those changes lies in one’s hands.

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,” Khanna said.

The campaign’s ad film is now live on Antara AGEasy’s digital platforms, YouTube, and social media. It features Antara AGEasy’s products such as the Protec Neo smartwatch with emergency SOS and live tracking, BP monitor, nebuliser, and aids like wedge pillows.

These solutions address common ageing challenges with practicality and dignity. Antara AGEasy positions itself as a support system by offering products designed to simplify and improve everyday senior living.