Suniel Shetty Joins Marzi by Primus to Champion a More Active Life After 50
Actor, entrepreneur and fitness enthusiast Suniel Shetty has been named brand ambassador for Marzi by Primus, a lifestyle and community platform for adults aged 50 and above. The partnership aims to encourage a broader, more optimistic view of ageing in India—one centred not only on health and retirement, but also on friendships, fresh interests, travel and personal choice.
Marzi’s message is simple: reaching 50 does not mean stepping away from new experiences. The platform is designed to help people find like-minded companions, explore their interests and shape a fulfilling social life on their own terms. With Shetty as its public face, the brand hopes to connect with what it calls “Generation Evergreen”—people who see later life as a chance to keep learning, moving and discovering.
A community built around shared interests
Marzi brings members together through curated meet-ups, interest-based groups, social events, fitness activities and learning experiences. Rather than treating social connection as an afterthought, the platform makes it a central part of wellbeing. Members can meet people with similar hobbies, try activities together and build friendships through regular, shared experiences.
The approach reflects a wider shift in how many adults think about life after 50. For some, retirement or a change in family responsibilities can create more room to pursue long-postponed interests. Yet finding new social circles or discovering activities that feel welcoming can take effort. Platforms such as Marzi aim to make those first steps easier by creating organised opportunities to connect.
Marzi Travel extends the same idea beyond local gatherings. Its curated domestic and international holidays are designed to combine destination discovery with companionship, giving travellers the chance to explore new places alongside others who share their enthusiasm. The goal is to make travel more than a checklist of attractions: it can also be a way to create memories, build connections and look forward to new adventures.
Suniel Shetty’s campaign spotlights belonging
The association is launching with an advertising campaign featuring Shetty. The film focuses on the pleasure of finding people who share one’s passions and interests, and closes with the line: “Be where you belong. With Marzi meet-ups, find your kind.”
Shetty’s public image as an actor, entrepreneur and fitness advocate makes him a natural fit for a campaign about staying engaged at every age. His career has included decades in Bollywood, alongside business ventures and a widely recognised commitment to fitness. The campaign draws on that combination to present active ageing as a personal, everyday choice rather than a narrow prescription focused only on exercise.
Speaking about the partnership, Shetty said that age is a fact, but the way a person chooses to live remains a matter of individual agency. At 65, he said, he continues to learn, explore opportunities, stay fit and discover new passions. He added that a fulfilling life depends on more than physical wellbeing: friendships, shared experiences, travel and having something to anticipate all matter too.
“That’s what I love about Marzi,” Shetty said, describing the platform as an invitation to keep exploring, connecting and enjoying life on one’s own terms. His message challenges the assumption that the most exciting years must belong to youth, suggesting instead that each stage of life can bring its own opportunities.
Changing the conversation about ageing
Marzi founder Adarsh Narahari said that ageing in India has too often been associated with slowing down, dependency and retirement. The company, he explained, wants to shift that outlook towards freedom, discovery and new beginnings. Its aim is to create more ways for people to make friends, travel, explore interests and build a life that feels rewarding.
Narahari said Shetty embodies the platform’s philosophy through his commitment to fitness, willingness to reinvent himself and enthusiasm for life. The partnership, he added, is intended to inspire older adults to make choices that reflect their own ambitions rather than expectations about what life after 50 should look like.
The broader message is timely. As people live longer and remain active across more stages of life, conversations about ageing are increasingly expanding beyond medical care and financial planning. Those subjects remain important, but social connection, purpose, recreation and emotional wellbeing also shape quality of life. Having regular opportunities to meet others, learn something new or plan a trip can help make later years feel more connected and engaging.
Beyond fitness: making room for connection and discovery
Marzi’s positioning also highlights an important distinction: active ageing is not simply about maintaining an exercise routine. Physical activity can support wellbeing, but a richer lifestyle may also include creative pursuits, cultural outings, group learning and time spent with friends. By bringing these experiences together, the platform aims to make participation easier and more social.
For adults considering a new hobby, returning to travel or widening their circle of friends, structured activities can offer a comfortable starting point. A shared interest gives people an immediate reason to connect, while group experiences can help turn a one-time introduction into an ongoing friendship. Marzi’s mix of meet-ups, communities and holidays is built around that principle.
The Suniel Shetty partnership marks another step in the company’s effort to recast ageing as a period of possibility. Its campaign does not present life after 50 as a single, uniform experience; instead, it invites people to decide what they want more of—whether that is fitness, friendship, learning, travel or simply something enjoyable on the calendar.
For Marzi by Primus, the ambition is to help make those choices easier to pursue. And for Shetty, the central idea is that the best years do not have to be in the past: with curiosity, meaningful connections and room to explore, they can still be unfolding.
