AGEasy partners with Zeenat Aman to promote gut health among seniors

AGEasy, a consumer products brand under Antara Senior Care, has launched a new campaign featuring veteran actor Zeenat Aman to promote gut health among India’s senior population.

The campaign highlights the importance of digestive health in active ageing and challenges the perception that digestive discomfort is a normal part of growing older. While gut health has gained visibility in mainstream wellness conversations, AGEasy said most solutions in the market are generic and not designed specifically for seniors.

Through the campaign, the brand aims to shift focus towards senior-first wellness products tailored to age-related health needs.

Commenting on the initiative, Zeenat Aman said gut health is often overlooked despite its impact on comfort and daily activity levels, especially as people age. She added that products designed specifically for seniors acknowledge that health needs change over time.

Ishaan Khanna, CEO, Antara Assisted Care Services, said senior health requirements are distinct and often addressed through one-size-fits-all solutions. He noted that gut health was chosen as a starting point because of the gap between senior needs and available market offerings. He added that Aman’s approach to ageing aligns with the brand’s positioning.

The campaign is being rolled out through digital films across Instagram, Facebook and YouTube. The films feature AGEasy’s newly launched Gut Care range, which includes Gut Balance, Consti Calm, Bloat Calm and Acidity Calm — products positioned as digestive support solutions for seniors.

AGEasy operates as an online and offline senior care store offering products across categories such as lung health, joint health and fall prevention. The brand is part of the Max Group-owned Antara Senior Care.