On Purpose has won the PR duties of Antara Senior Living (part of the Max Group).
The account was won following a multi-agency pitch. The agency has been tasked to help the brand in its strategic shift towards becoming an integrated platform for senior care services by generating more awareness about the senior care category.
Antara’s debut business of senior living is ‘Age in Place’ for people over 55 years of age by developing senior care solutions.
Nitin Thakur, director - brand and communications, Max Group, said, “On Purpose’s thought clarity, genuine enthusiasm for working in the senior care category and their belief of promoting purpose driven businesses like ours really resonated with us. It is early days, but I feel invigorated working with the OP team on account. This energy and passion will serve us well as we have an onerous task ahead of establishing senior care as a bonafide category in India, improve awareness of the needs, aspirations and pain points of seniors in India and urge creation of senior friendly policies and regulations.”
Girish Balachandran, managing partner, On Purpose, said, “Given our expertise in brand building and category creation, we are excited to punch up the narrative on senior care in India. We have recently bolstered our media relations team with senior hires who will help us deliver on this pan-India communications mandate."