Campaign Spotlight

Campaign Spotlight: Friends Adult Diapers launches new digital video commercial on managing urine leakage

MUMBAI, India— Friends Dry Pants – the flagship brand of Nobel Hygiene, specially designed for people suffering from Incontinence, today launched a digital film to spread awareness on how the use of adult diapers can mean ‘urine leakage se azadi mubarak’. The features an adorable elderly couple essayed by Marathi theatre actors and real-life partners – Anil Khopkar and Swaroop Khopkar.

The DVC showcases the cost of incontinence—missing major moments in a match due to the ‘baar baar bathroom jaane ka problem’ and urges users to push stigma and choose dry pants so they don’t miss the little moments that make life worth living.


Kartik Johari, Vice-President – Marketing & e-commerce, Nobel Hygiene, said, “We have found that consumer truths resonate the most with our audience, and consequently, helps them break the adult diaper taboo at home. Also recently, a primary study we conducted found that it takes anywhere between 9 months and 1.5 years for those facing incontinence to start using adult diapers. For several months, sufferers attempt to ‘manage’ concerns instead of choosing dry pants because of social stigma. Consequently, we used consumer truths heroed by our female protagonist in this ad showing her as a trendsetter and urging her husband to join the dry pant league! We were helped by the real-life chemistry of Mr and Mrs Khopkar, and we hope to keep making many more such slices of reality for our growing audience.”

The age of people with incontinence has decreased to 25 to 35 years in the last decade and the number of women is higher in this age bracket primarily because of childbirth. The social stigma continues to create challenges for women and men along with their families who become bound to the same incontinence to help them manage it.

Speaking on the campaign, Karthik Nagarajan, Chief Content Officer, Wavemaker India said, “With this Friends campaign our attempt was to encourage conversations around the category without feeling awkward or embarrassed and show adult diapers as a part of their existing life that they’ve embraced fully. By showing an elderly couple enjoy their life while accepting their need for an adult diaper was the key to normalizing the conversation.”

This new DVC puts the woman in the spotlight instead of having her play a supporting/background role. The woman is thus seen as the cool early adapter who is goading her husband into choosing aazadi, as well. The video was conceptualized and filmed by agency Wavemaker India.


Chief Creative Officer: Karthik Nagarajan
Creative Director & Script: Deepak Ramesh
Head Wavemaker Films: Aarnav Mukherjee
Director: Pratik Rajen Kothari

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