National, 16October 2025: AGEasy by Max Group, the direct-to-consumer business of Antara Senior Care—an integrated ecosystem of senior care spanning several businesses—has launched its festive campaign ‘Gifting with Purpose’ featuring actor Anita Hassanandani. The campaign encourages people to celebrate those who have always cared for them by choosing meaningful gifts that empower them with comfort, health, and well-being.
As the face of the campaign, Anita Hassanandani embodies the role of a caregiver, reflecting the essence of family connection and mindful gifting. Through her association, the campaign highlights how the right care products can bring joy to the everyday lives of seniors by promoting their ease and comfort.
The ‘Gifting with Purpose’ campaign is now live, featuring the first of 10 digital films on Instagram, Facebook, and YouTube, with the remaining set to roll out in phases over the next few weeks. The short-format films will showcase a range of senior wellness and comfort-focused products, including easy-to-use BP Monitors for convenient health checks, Nebulisers for respiratory wellness, Wedge Pillows for restful comfort, Compact Massagers to relieve pain, Bunion Correctors for better mobility, and Knee Sleeves for active living.
You can watch the first film here –
https://youtube.com/shorts/YyC1XCNSMpc?si=qa6S_BL1yteptwza
Mukesh Ghuraiya, Chief Marketing Officer, Antara Senior Care, said, “At AGEasy, we believe senior care is more than products, it’s about creating meaningful experiences and solutions that enhance quality of life. With the ‘Gifting with Purpose’ initiative, we are not just encouraging thoughtful gifting, we are sparking a larger conversation on how society values and cares for its elders. Our approach combines empathy, convenience, and wellness making every gesture, whether a gift or service, truly impactful. This campaign is a reflection of AGEasy’s commitment to redefining senior care in India.”
Through this campaign, AGEasy by Max Group aims to redefine festive gifting by focusing on thoughtfulness, functionality, and emotional connection, reminding everyone that the most meaningful gift is the one that says, “I care”.
AGEasy is India’s only dedicated senior care online-and-offline store, empowering seniors to lead independent, fulfilling lives through innovative health and wellness solutions. Helping manage chronic conditions such as lung health, joint health, and fall prevention, AGEasy provides seniors and caregivers with a carefully curated selection of products and solutions that address these challenges. Part of the $7Bn Max Group’s Antara Senior Care, AGEasy continues to champion the cause of empowering seniors to age with joy and ease.
