AGEasy and Anupam Kher Launch Campaign Championing Seniors’ Independence

The new digital campaign encourages families to support older adults with products and care that promote confidence, dignity and self reliance.

Gurugram, July 7, 2026: AGEasy, the direct to consumer products business of Antara Senior Care, has launched a new digital campaign featuring actor and brand ambassador Anupam Kher to encourage families to rethink caregiving by supporting the independence of older adults.
Built around the message, “Taaki Aapki Fikr, Unki Freedom Ke Beech Na Aae,” the campaign highlights the importance of enabling seniors to continue managing everyday activities with confidence rather than becoming dependent on family members for routine tasks.

Through a series of digital films, the campaign portrays familiar family situations where loved ones instinctively step in to help elderly family members, only to be met with a confident “Main kar lunga.” The recurring phrase becomes a reminder that preserving dignity and self reliance is an important part of ageing with confidence.
The campaign reflects AGEasy’s broader philosophy of helping seniors lead active and independent lives through products designed specifically for their everyday health and mobility needs.

Speaking about the campaign, Ishaan Khanna, Chief Executive Officer, Antara Assisted Care Services, said, “In India, love is often expressed by doing things for our elders. But as parents grow older, that instinct can sometimes turn into doing things instead of them. This campaign is built on the belief that seniors do not need someone to step in as much as they need thoughtful solutions that help them continue doing things on their own. We hope this campaign encourages families to see independence as one of the strongest expressions of care.”
Anupam Kher said the campaign resonated with his personal experiences both as an active senior and as a caregiver.

“I have always believed that age should never define how enthusiastically we live. Even at 70, I continue to work, travel, learn and challenge myself every day. Being a caregiver to my mother also taught me that love is not always about stepping in. Sometimes it is about stepping back with trust and the right support so the people we care about can continue living with dignity and confidence,” he said.
The campaign has been rolled out across Instagram, Facebook, YouTube and LinkedIn, along with digital platforms including MX Player, JioHotstar and Inshorts.

AGEasy develops products focused on the needs of older adults across categories such as fall prevention, joint care, lung care, diabetes management, gut health and general wellness. The company says its senior first approach has led to the development of several patented products designed to make independent living easier for ageing consumers.
Launched in 2013, Antara Senior Care is the senior care business of Max India Limited and operates across senior living residences, assisted care services, home based care, wellness clinics and AGEasy, its consumer products division. Since its launch in 2023, AGEasy says it has served more than seven lakh consumers through products designed for the self management of chronic conditions.

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