MUMBAI: Antara Senior Care, India’s only fully integrated senior care ecosystem, has launched a digital campaign featuring acclaimed 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 highlight 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. Each film underscores Antara’s commitment to ensuring seniors and their families have just the kind of professional support they need in a homely environment, balancing health and happiness with ‘apno jaisi care’.
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.”
The campaign the company added comes at a critical moment in India’s demographic journey. According to the JLL–ASLI Senior Housing Report, India’s senior population is projected to more than double from 156.7 million in 2024 to ~346 million by 2050, with seniors making up more than 20% of the total population. At the same time, migration trends are accelerating. In 2020-21, more than 34.6% of urban residents were migrants, many of them young professionals moving for work or education. These twin shifts—rising longevity and family dispersal—underscore why structured, compassionate, and dignified senior care is becoming a social necessity.
Antara’s Care Homes and specialised Memory Care Homes in Noida, Gurugram, Bengaluru, and Chennai are designed to meet this need. They provide short- and long-term residential care, rehabilitation and transition care, pre- and post-operative recovery, and dementia support, all delivered in a safe, clinically equipped and home-like environment created by geriatric-trained nurses and support staff. With customised care plans, round-the-clock doctor access, experienced nurses and staff, in-house provision for physiotherapy, speech therapy, occupational therapy, in-house pharmacy, pathology service, curated engagement calendars, nutritionally assisted meals, and 24×7 emergency support, Antara ensures that seniors not only receive expert medical attention but also find comfort, and holistic well-being.
Link to the five-part campaign: https://www.youtube.com/@
