Antara Senior Car in association with Bharatanatyam dancer, actor and inclusion advocate Sudha Chandran, has unveiled Love Means Expert Senior Care, a national awareness campaign that addresses the cultural guilt and social judgement that often prevent Indian families from choosing care homes for ageing parents when the need arises. Rolled out through a series of six digital films, the campaign features Sudha Chandran voicing questions families often hesitate to ask, including whether choosing a care home reflects failure or whether care at home is always sufficient. The films offer context and perspective on what care can realistically look like as parents age.
“Love is everything, but sometimes love needs support,” Chandran says in the campaign’s anchor message that runs across all six films. The first film has been released on YouTube, Instagram and Facebook, with the remaining films scheduled for phased release on the same platforms.
The campaign focuses on situations commonly faced by families, including when children live in different cities, when seniors require continuous medical supervision that is difficult to provide at home, or when they need sustained care following illness. It also draws attention to the importance of community in senior care, an aspect that is often overlooked despite being central to well-being in later life.
The Love Means Expert Care campaign comes at a time when India’s population aged 60 and above has crossed 157 million, according to the JLL-ASLI report 2024, with chronic health conditions and loneliness increasingly impacting quality of life. Despite this, social taboos and entrenched beliefs often delay professional care decisions until emergencies arise. The campaign aligns with Antara’s expansion plans across North and South India, including care homes in Bengaluru and Chennai.
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Ishaan Khanna, CEO, Antara Assisted Care Services, said,“Care homes are a crucial pillar of India’s senior care ecosystem as longevity and chronic illnesses rise, and family structures evolve. We equate caring for ageing parents with clinical support alone – supervising dosage, diet, doctors’ appointments – often not recognising the importance of dignified support with activities of daily living. The 24×7 vigilance required can lead to caregiver burnout, leaving both the carer and senior riddled with guilt. This is where Antara Care Homes that also act as a community can play a vital role. Antara also offers medically supervised transition care bridging the care gap between hospital and home, helping reduce complications, hospital readmission rate, and equipping families with knowledge on continued care. The campaign with Sudha Chandran gives Indian families permission to seek expert help without guilt. At Antara, we’re redefining what senior care means: not institutions, but communities where clinical excellence meets vibrant living. That’s the future of ageing with dignity in India.”
Mukesh Ghuraiya, Chief Marketing Officer, Antara Senior Care, said,“We are proud to partner with Sudha Chandran whose life story changed how India perceived ability and support, two important lenses for viewing the changing conversations around ageing in India. This campaign reflects what we see every day at Antara — families who love their parents deeply, recognise that ageing today requires both medical expertise and social connection, but are held back by preconceived notions. This guilt sits between what ageing truly needs and what families can actually provide. Through Sudha, these films articulate how ‘Love Means Expert Care’. At Antara, we aim to normalise these discussions and bring them out in the open. Our role is to partner with families, not replace them. When a daughter can visit her mother knowing she has 24×7 medical monitoring, nutritious meals, and friends to share her day with, that’s when love and expert care work together.”
