Antara Senior Care launches ‘Love means expert senior care’ campaign with Sudha Chandran

At the heart of the campaign is a simple yet powerful message: “Love is everything, but sometimes love needs support.” The first film has been released across YouTube, Instagram and Facebook, with the remaining films scheduled for a phased digital rollout.

The campaign reflects real-life situations increasingly common in Indian families—children living in different cities or countries, seniors requiring round-the-clock medical attention, post-illness recovery that demands specialised care, and the emotional toll on family caregivers. By spotlighting these realities, Antara positions care homes not as a failure of familial duty, but as an extension of love through professional, dignified support.

Ishaan Khanna, CEO, Antara Assisted Care Services, highlighted the urgency of reframing senior care in India. “As longevity increases and family structures evolve, care homes are becoming a crucial pillar of India’s senior care ecosystem. Caring for ageing parents is often reduced to clinical tasks, while the importance of dignified support for daily living is overlooked. The constant vigilance required can lead to caregiver burnout and guilt on both sides. Antara Care Homes function as communities where medical supervision, social connection and quality of life come together. This campaign gives families permission to seek expert help without guilt,” he said.

Antara’s model also includes medically supervised transition care that bridges the gap between hospital and home, helping reduce complications and hospital readmissions while equipping families with knowledge for continued care.

Mukesh Ghuraiya, Chief Marketing Officer, Antara Senior Care, said the choice of Sudha Chandran as the campaign’s voice was deeply intentional. “Sudha Chandran’s life story transformed how India perceives ability, resilience and support. She brings authenticity and credibility to conversations around ageing. Through her, the campaign articulates a simple truth we see every day—families love their parents deeply but are held back by preconceived notions. At Antara, we don’t replace families; we partner with them. When expert care and family love coexist, ageing becomes more dignified and joyful,” he said.

The campaign comes at a critical moment. India’s population aged 60 and above has crossed 157 million, according to the JLL-ASLI 2024 report. Rising chronic illnesses, increasing loneliness among seniors and changing family dynamics are intensifying the need for structured senior care. Yet, cultural taboos often delay decision-making, forcing families into rushed and emotionally fraught choices during medical emergencies.

By encouraging open conversations and challenging stigma, ‘Love Means Expert Senior Care’ supports Antara’s broader expansion across North and South India, including care homes in Bengaluru and Chennai. More importantly, it aims to reshape how Indian society defines love, responsibility and dignity in the context of ageing—positioning expert senior care not as abandonment, but as an informed and compassionate choice.