Nobel Hygiene has rolled out a campaign ahead of Independence Day for its adult diapers brand Friends Dry Pants.
Conceptualised by The Womb, the campaign congratulates adults on their freedom from staying at home due to frequent urination or weakened bladders.
Part of the campaign is a film which shows a group of friends trying to convince one man to join them for a biking trip. The man states how he can't get out because of a problem of wanting to use the washroom regularly. One of the friends shows his Friends Dry Pant adult diaper to him and asks him to wear one and join them for the trip.
Kartik Johari, vice president – marketing and e-commerce, Nobel Hygiene, said, “The two most common words in most articulations were 'trapped' and 'jailed'. People get trapped inside the houses and rationalise their life around this condition. The families become enablers, because of the exalted role of elders, their reluctance to address the problem, and general taboo. Incontinence is a severe issue that is shrouded in taboos in our country. It needs to be taken head on as it is an unavoidable biological fact that most of us will face it at some point or the other as our bodies age. People suffering from it choose to remain silent for fear of social ostracisation. Changing lifestyles have resulted in the onset of incontinence in as young as 45."
He added, "Our communication is rooted in authenticity and we choose to create customer delight by showcasing the truth. Incontinence needs to be accepted as a normal bodily condition that can be addressed. Our latest campaign 'Azaadi Mubarak' is dedicated to all men and women who go through it. It will address the issue and create awareness about it while expressing solidarity with them. For us, this is the culmination of physical and mental freedom that the product brings. It should aid people to "step out" of their “mental jails” and celebrate their freedom.”
The campaign has been launched across digital and will be on-air on television on 15 August.