AGEasy by Max Group, the direct-to-consumer business of Antara Senior Care, has launched its new festive campaign, ‘Gifting with Purpose’, featuring actor Anita Hassanandani. The initiative celebrates thoughtfulness and care for seniors by encouraging people to gift products that promote comfort, health, and well-being.
As the face of the campaign, Anita Hassanandani portrays the role of a caregiver, symbolising empathy and family connection. Through her association, the campaign highlights how the right care products can bring ease and joy to seniors’ everyday lives.
The ‘Gifting with Purpose’ campaign is now live across Instagram, Facebook, and YouTube, with the first of ten short-format digital films released. The series showcases a range of senior wellness and comfort products such as BP monitors, nebulisers, wedge pillows, compact massagers, bunion correctors, and knee sleeves—designed to support senior independence and well-being.
“At AGEasy, senior care is more than just products—it’s about meaningful experiences that enhance quality of life,” said Mukesh Ghuraiya, Chief Marketing Officer, Antara Senior Care. “Through ‘Gifting with Purpose,’ we’re inspiring people to celebrate elders with empathy and intention, redefining what thoughtful gifting truly means.”
The campaign underscores AGEasy’s mission to make festive gifting more thoughtful, functional, and emotionally resonant, reminding everyone that the most meaningful gift is the one that says, “I care.”
Part of the $7 billion Max Group, AGEasy by Antara Senior Care is India’s only dedicated senior care store—offering curated health and wellness solutions that empower seniors to live independent and fulfilling lives, while addressing key areas such as lung health, joint health, and fall prevention.