Ad Campaigns
Antara’s AGEasy campaign celebrates Senior Vitality
Mumbai: AGEasy by Antara, a pioneering platform dedicated to enhancing the well-being of seniors through health and wellness solutions, is proud to announce the launch of its latest heartwarming campaign, “Let Your Love for Life Never Age.” This innovative campaign seeks to spotlight the enduring love and vitality shared by senior couples and demonstrate how AGEasy solutions play a pivotal role in preserving that youthful spirit.
Conceived and executed by Havas Worldwide India, this campaign is more than just a marketing initiative; it’s a celebration of the boundless energy and love that seniors bring to life every day. AGEasy by Antara believes that age should never be a barrier to enjoying life to the fullest, and this campaign showcases their commitment to that belief.
Antara Senior Care Chief Marketing Officer Rohit Khatua said, “Reflecting the changing demographics, India will have ~300 million seniors by 2050 as compared to ~120 million today and the industry needs to take strides in addressing the growing demand for senior care. As industry leaders, we are committed to continuing to innovate and provide more products and solutions that empower our seniors to age with ease and joy. From independent-living senior residences to assisted care services, Antara’s mission is to positively impact the lives of seniors and their families. With our new offering, AGEasy, we have taken one more step ahead in creating an integrated age-well ecosystem for seniors.”
Antara Assisted Care Services Head of Growth Marketing Shahid Shams said, “AGEasy by Antara is a unique ‘’phygital’’ platform that offers personalized solutions for managing chronic conditions through expert-assisted journeys. Our brand film beautifully embodies this promise, and it serves to emotionally connect with every senior by depicting a common experience. This film will help us spread awareness about AGEasy by Antara, and enable us to reach a wide audience, so they may access our services to manage their chronic conditions better.”
Speaking about the campaign, Havas Worldwide India chief creative officer Anupama Ramaswamy said, “Age should never come in between us and living life to the fullest. That’s the message this touching story wants to tell the world. The challenge was to make Antara more than just a brand that aids elderly people in their daily activities. We wanted Antara to be seen as a friend, who understands their passions and desires. A friend who makes them feel like age is just a number. A friend who encourages them to explore their childlike innocence and feel alive at every moment. And do all the above without fear and apprehension. So that their love for life never ages.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
