Dentsu Impact bags creative and social media mandate for Antara Senior Living

Dentsu Impact, the creative agency from the house of Dentsu Aegis Network, has bagged the creative and social media mandate for Antara Senior Living (a Max Enterprise). Interestingly, the brand and the agency had engaged in a partnership earlier to launch Antara Senior Living’s first ‘community’ in Dehradun.

Speaking on the win, Amit Wadhwa, president, Dentsu Impact said, “This is our second innings with Antara and it’s a matter of extreme pride for us that they decided to partner with Dentsu Impact once again. With Antara Senior Living expanding into a larger audience space and moving into a new and exciting phase, coming back couldn’t have been sweeter. The interesting thing here is that we are looking at the brand holistically, which includes digital at the core of it.”

Soumitra Karnik, chief creative officer, Dentsu Impact added, “It’s an interesting as well as a challenging category. Senior living is associated with a lot of cultural and social taboo in India. Our aim will be to make people see the merit in what Antara has to offer and getting people to feel a sense of pride while choosing Antara as their residence. This is a brand that seeks to bring about a positive change in the society when it comes to people’s perception about senior living, and we are more than happy to be part of this journey.”

Commenting on the partnership, Renuka Dudeja, head of marketing and communications, Antara Senior Living said, “We are very happy to re-engage with Dentsu Impact. The first time around was very different as we were just bringing in a whole new dimension to senior living. The category was very nascent, and we had a huge task at hand to launch Antara Dehradun. Now that we are a well-recognised brand within the category, the focus is to make Antara Way of Life more relatable to a much larger audience and touch many more lives. Team Dentsu Impact with their vast and varied experiences seemed just the right partners in this journey. We look forward to a great partnership.”