AGEasy, the direct-to-consumer products business of Antara Senior Care under the Max Group, has launched a new campaign featuring actor Anupam Kher. ‘Taaki Aapki Fikr, Unki Freedom Ke Beech Na Aae’, the campaign focuses on encouraging independence among senior citizens rather than portraying ageing through the lens of dependence.
The campaign explores a common family dynamic where children and caregivers often step in to help ageing parents with everyday tasks. It suggests that while such gestures stem from care, they can sometimes limit a senior’s confidence and ability to remain self-reliant.
A series of digital films starring Anupam Kher depicts everyday family situations where loved ones instinctively offer assistance, only to be met with the response, ‘Main kar lunga.’ The recurring phrase is presented as a reflection of dignity, self-confidence, and the desire to continue living independently.
Through the campaign, AGEasy aims to shift the conversation around caregiving by highlighting the importance of enabling seniors to carry out daily activities on their own whenever possible. The campaign is currently streaming across Instagram, Facebook, YouTube, LinkedIn, MX Player, JioHotstar, and Inshorts.
Watch the campaign
Explaining both the philosophy behind the campaign and the choice of brand ambassador, Ishaan Khanna, CEO, 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 was born from the belief that seniors do not need someone to step in as much as something to stand by them thoughtfully designed products that give them the confidence to say, ‘Main kar lunga.’”
He further added, “Communicating this shift called for someone who doesn’t just endorse this idea but embodies it, someone whose own life is evidence that age need not slow you down. Through this campaign, we hope to encourage families to see independence not as the absence of care, but as one of its strongest expressions.”
Veteran actor Anupam Kher said, “I have always believed that age should never define how enthusiastically we live. Even at 70, I continue to work, stay fit, travel, learn new things, and challenge myself every day. Being a caregiver to my mother has also taught me that love is not always about stepping in.”
He further added, “Sometimes it is about stepping back with trust and the right solutions so that the people we care about can continue to live with dignity and confidence. That is what resonated with me about AGEasy and makes this association so meaningful.”
