Antara Senior Care, India’s only fully integrated senior care ecosystem, has rolled out a digital campaign featuring acclaimed television actor Hiten Tejwani to raise awareness about safe and dignified care solutions for seniors. The five-part campaign, titled “Expert Senior Care, Apno Jaisi”, is currently live on YouTube and is being amplified across Antara’s social media platforms. Antara is part of the $5-billion Max Group and a wholly owned subsidiary of Max India Limited.
The campaign addresses the emotional and practical realities of ageing and caregiving in modern India, where children often live away from their parents due to work or education. It highlights how seniors struggle with loneliness and complex health needs, while families worry about their well-being and safety. Through a series of relatable stories, the films showcase how Antara’s professional care helps seniors recover from major health events—such as strokes, cardiac arrests, or knee-replacement surgeries—and supports those living with dementia.
“Our social and family structures have changed dramatically over the past few decades, weakening traditional support systems for seniors. Yet the worry of a loving child never changes,” said Ishaan Khanna, CEO of Antara Assisted Care Services. “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 demonstrating how Antara provides both health and emotional care. Our goal is to give seniors dignity, companionship and safety, while offering their families peace of mind.”
The campaign comes at a critical demographic moment. According to the JLL–ASLI Senior Housing Report, India’s senior population is expected to more than double from 156.7 million in 2024 to about 346 million by 2050—more than 20% of the country’s total population. Simultaneously, migration trends are accelerating, with over one-third of urban residents classified as migrants, many of them younger professionals. These shifts underscore the growing need for structured, compassionate senior care.
Antara operates Care Homes and specialised Memory Care Homes in Noida, Gurugram, Bengaluru and Chennai, offering short- and long-term residential care, rehabilitation, transition care, pre- and post-operative recovery, and dementia support. With geriatric-trained nurses, round-the-clock doctor access, in-house physiotherapy, speech and occupational therapy, pathology and pharmacy services, curated engagement calendars, and 24x7 emergency support, Antara ensures seniors receive not just expert medical care but also a homelike environment for holistic well-being.