Campaign India Team
Jun 04, 2024

Lifree ropes in actor Rupali Ganguly as brand ambassador

Its digital campaign with the Anupamaa actor is aimed at empowering the elderly to navigate adult incontinence confidently.

India's aging population growth coincides with increased acceptance of incontinence management, fueling significant demand for adult diapers.
India's aging population growth coincides with increased acceptance of incontinence management, fueling significant demand for adult diapers.

Japanese adult diaper brand Lifree has signed television actress Rupali Ganguly as its brand ambassador. The collaboration stems from the impact her character Anupamaa in the eponymous TV show has on audiences. This made her a suitable representative for a brand focused on addressing sensitive health issues with empathy and understanding. Through this engagement, Lifree aims to leverage relatability and trustworthiness amongst the consumers.

The brand also announced the launch of its digital video campaign, ‘Leakage ka no dar, jiyo khul kar’, to spread awareness about adult incontinence and the benefits of using adult diapers. In the video, the actress shares a heartfelt story about her mother and her challenges due to urinary incontinence. The DVC shows how using Lifree adult diapers helped the lady regain the confidence to navigate her life independently.

Ganguly says that brands like Lifree are trying to solve a problem that needs to be more widely discussed, which encouraged her to join the initiative that is trying to spread awareness about adult incontinence. “This DVC communicates that battles of old age are not fought alone. I want my audience to know that they have partners who will support them while dealing with such medical conditions,” she maintained.

Yuji Ikeda, the managing director at Lifree added they are "delighted to join hands with Rupali Ganguly and spread awareness of sensitive health-related concerns with dignity.”

India's demographic makeup is experiencing a notable transformation, characterised by a burgeoning elderly populace. Concurrently, there's a noticeable uptick in awareness and openness towards incontinence management remedies, driving considerable expansion within India's adult diaper market.

According to the IMARC Group, in 2023, the Indian adult diaper sector surpassed $138.8 million. It is anticipated to touch $294.2 million by 2032, demonstrating 8.4% compound annual growth rate (CAGR).

Source:
Campaign India

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