Mumbai: AGEasy, the consumer products arm of Antara Senior Care, has unveiled its latest brand campaign featuring veteran actor and cultural icon Zeenat Aman. Anchored in the belief that gut health is fundamental to active ageing, the campaign aims to bring a senior-first perspective to mainstream wellness conversations and challenge the long-held assumption that digestive discomfort is an inevitable part of ageing.
While gut health has gained prominence in broader wellness discourse, the category has largely remained fitness-led and age-agnostic. AGEasy’s new initiative shifts the spotlight to solutions tailored specifically for senior bodies, highlighting the role of digestive wellness in maintaining comfort, vitality and independence in later years.
Sharing her perspective on the campaign, veteran actor and active ageing icon Zeenat Aman said, “Ageing, to me, has never meant slowing down; it’s meant becoming more aware of who I am and what my body needs; it’s meant becoming gutsy. That’s my approach towards health as well, especially gut health; it is something we often overlook, especially as we grow older, even though it impacts how active and comfortable we feel every day. AGEasy’s focus on designing gut health products specifically for seniors is refreshing because it acknowledges that our bodies and needs change, and that care should also change to keep pace. That’s a conversation worth having.”
Ishaan Khanna, CEO, Antara Assisted Care Services, said, “Ageing is usually addressed through a broad, one-size-fits-all solutions, even though senior health and wellness needs are distinct and require special attention. At AGEasy, seniors are at the heart of everything we do and hence we are committed to creating senior specific solutions. This time, we are starting the conversation from gut health because it’s one of the areas where the gap between what seniors need and what the market typically offers, in the form of generic solutions, is most evident. Additionally, gut health is foundational to overall wellbeing. Zeenat Aman is a natural partner for this journey. Her gutsy, self-aware approach to ageing is exactly the mindset AGEasy’s products are built around. She represents seniors who are active, aware, and won’t settle for anything less than what they deserve.”
The campaign is being rolled out through digital films across Instagram, Facebook and YouTube, with the first film released today and subsequent films set to roll out in phases over the coming weeks.
The films spotlight AGEasy’s newly launched Gut Care range, including Gut Balance (daily digestive support), Consti Calm (support for regular bowel movement), Bloat Calm (relief from heaviness, gas and discomfort) and Acidity Calm (support for acidity and related digestive concerns), bringing senior-specific gut health into sharper focus.
AGEasy operates as a dedicated senior-care platform with both online and offline presence, offering curated health and wellness solutions that address chronic conditions such as lung health, joint health and fall prevention. Part of the $7 billion Max Group’s Antara Senior Care, the brand continues to focus on enabling seniors to age with greater joy, independence and ease.
