Ad Campaigns
Art-E partners with Antara Senior Care to launch AGEasy
Mumbai: Art-E Media Tech, India’s leading creative media and martech agency, is elated to announce its newest collaboration with Antara Senior Care, a Max Group company to launch AGEasy. A new-age holistic D2C platform and part of Antara’s assisted care services portfolio, AGEasy is designed to empower seniors to age with ease and joy through customised health and wellness solutions that are based on expert-assisted advice, technology, and curated products. In this exciting partnership, the agency successfully managed the launch of AGEasy and created a strong presence for the brand on both social and e-commerce platforms. Additionally, the agency’s mandate also included lending post-launch support to the brand.
Speaking on this partnership, Art-E partner & CEO Amit Dhawan said, “Our partnership with Antara has been a truly amazing experience and after delivering the best for their Assisted Care Services offerings, we took up the baton to partner with them for AGEasy. A strong creative team from our end in collaboration with a highly experienced team at Antara, made this launch successful.”
Antara Senior Care chief marketing officer Rohit Khatua said, “As pioneers in the space of senior care, Antara always strives to offer products and solutions that enhance the quality of life for our seniors, enabling them to age with ease and joy. With the introduction of our latest offering, AGEasy, we’ve taken another significant step towards establishing a fully integrated ecosystem for seniors. When we embarked on this journey, Art-E enthusiastically embraced the new challenge and joined forces with us. I am confident that this partnership will successfully propel our brand forward.”
AGEasy by Antara chief business and growth officer Dr Varun Gupta said, “AGEasy by Antara is designed keeping in mind various chronic conditions that often trouble seniors. Two of these conditions are joint pain and risk of fall, for which we have launched holistic joint pain and fall-management solutions. Art-E has been part of the Antara family for some time now, making them the natural choice to collaborate on the launch of our new direct-to-consumer (D2C) venture. Leveraging their creative team and their profound expertise, Art-E played a pivotal role in the successful launch of AGEasy.”
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.
