Fun Is Ageless: Redefining Senior Living with Antara AGEasy

Antara AGEasy's 'Fun is Ageless' campaign aims to redefine senior care by showcasing ageing as an opportunity for vibrant, independent living. Through engaging ad films, Antara challenges stereotypes, encouraging seniors to live fully using AGEasy’s innovative products. Part of Max Group, Antara offers senior residences and comprehensive assisted care services.

Antara AGEasy, under the Antara Senior Care ecosystem, has launched a digital campaign aimed at reshaping perceptions around senior living. The 'Fun is Ageless' initiative, rooted in findings from customer immersion sessions with seniors, seeks to discard the sympathy-driven narratives often associated with ageing.

Comprising seven inventive ad films, the campaign portrays ageing not as a barrier but as an opening to vibrant and active experiences. Each film humorously illustrates seniors overcoming physical limitations with AGEasy products, promoting independent and joyful living in one's golden years.

Rohit Bishnu Khatua, EVP & CMO of Antara, emphasizes viewing ageing positively. By introducing AGEasy's health and wellness solutions, the campaign aligns with Antara's mission to support seniors' independence. The initiative further extends Antara's commitment, a division of Max Group, to enhance senior lifestyles through residences and assisted care services.

(With inputs from agencies.)