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National, 18th June, 2026: Ahead of Father’s Day, AGEasy, the direct-to-consumer products brand under Antara Senior Care—India’s only fully integrated senior care ecosystem—has released a digital campaign with poet and storyteller Nayab Midha. It is anchored in a widely lived observation across families that fathers, conditioned over a lifetime to provide and protect, are often the last to acknowledge their own need for care. At the centre of the campaign is an original work of poetry ‘Papa apna khayal nahin rakhte’, written and recited by Midha.
The video is now live across YouTube, Instagram, and Facebook. https://youtube.com/shorts/
Through Nayab Midha’s evocative storytelling style, the campaign film highlights the subtle role reversal that accompanies ageing. It draws on familiar, everyday moments to capture a relatable moment of realization that adult children experience: their parents are ageing and they are gradually stepping into the caregiving role. By making this quiet but pronounced shift visible, the AGEasy campaign subtly encourages audiences to take an active role in supporting their parents’ everyday wellbeing, thereby reinforcing the importance of helping them age with ease, joy, and dignity.
Ishaan Khanna, CEO of Antara Assisted Care Services, said, “Fathers are often seen as the strongest pillars within a family, and in living out this persona, they can sometimes overlook their own health, making the need for care less visible, even to themselves. As they age, many families find themselves navigating a new phase, one where care begins to flow in the opposite direction. This campaign is a reminder for families to pause, pay attention, and be more present in supporting their fathers with care, respect, and dignity. At AGEasy, we are committed we are committed to enabling caregivers with thoughtful, accessible solutions that help their loved ones continue to live independently and with confidence.”
Talking about choosing poetry as the campaign’s creative form, Ishaan said, “Poetry does something direct communication often cannot. It eases conversations families find difficult to start. Telling an ageing father that it is ok to accept care is a sentiment that the best of us struggle with. We hope that this Father’s Day, this poem will make it easier for many young adults to tell their fathers ki ‘unki sehat kitni zaruri hai’.”
AGEasy is committed to making ageing easier for seniors and for their families by offering thoughtfully curated products that address chronic health conditions across fall prevention, joint care, lung care, diabetes management, gut care and general wellness categories. With a strong focus on senior-first innovation and accessibility, AGEasy is not only enabling healthier ageing but also contributing to a larger shift in how ageing is perceived.
