Antara Senior Living appoints Bang in the Middle as creative partner

Antara Senior Care, an integrated service provider for senior care needs by Max Group, has chosen Bang in the Middle (BITM) as its communications agency for its senior residences business vertical.

The decision was taken after BITM won a multi-agency pitch that was carried out at Antara's Gurugram office. The agency has been mandated to create the launch communication for their upcoming senior living projects across India.

“With the senior segment becoming a big economic powerhouse, we hope to do path breaking work for the brand. Antara is a pioneer and we hope to build it as the ultimate brand for senior care in India,” Naresh Gupta, co-founder and managing partner, BITM told Campaign India.

The brand is in the process of expanding its offering across all verticals and new markets and is looking to strengthen its leadership position.

Prathap Suthan, managing partner and chief creative officer, Bang in the Middle, said, “We are extremely happy to be working along with Antara and their long term plans. Senior life and living in India have always needed an inspired approach and a philosophy, and I clearly know that Antara brings that into credible play. Their Dehradun property is more than an eye opener. This is one brand that truly walks the talk.”

Speaking about this contract, Rohit Khatua, chief marketing officer of Antara Senior Care, said, "2024 is a critical year for us as we increase our footprint and expand outreach in new geographies. We have a popular and proven product offering in the senior living market. After our success of two communities in Dehradun and Noida, we can’t wait to positively impact lives of many more seniors and their families across India.” 

He added that BITM has a challenging and exciting opportunity to tap into. "They have to create the campaigns that establish Antara’s brand ethos and what makes the ‘Antara Way Of Life’ a much sought after proposition for seniors,” he pointed out.

Rajive Mathur, COO of BITM, said, “The brief that we have been entrusted with is very exciting and we are working towards creating campaigns as unique as the offering from the brand.”

Launched in 2013, Antara is a wholly owned subsidiary of Max India Limited, one of the three listed entities of the Max Group. It is an integrated service provider for all senior care needs, operating two main lines of businesses–residences for seniors and assisted care services.

Recently, Antara conducted the ‘State of Seniors’ survey to better understand the elderly population with a special focus on their aspirations, preferences, challenges and opinions on today’s socio-cultural and economic issues. The study, conducted in North (Delhi-NCR), South (Chennai, Bengaluru and Hyderabad) and West (Mumbai & Pune) regions, covered 2,000 middle and upper-class elders aged 55 and above.