Friends Dry Pants has rolled out a campaign to spread awareness on how the use of adult diapers can lead to freedom in attaining small joys.
Conceptualised by Wavemaker, the film features a couple watching a cricket match. The husband is shown frequently going for bathroom breaks, while the wife stays on the couch witnessing landmark achievements of the match they are viewing. The wife encourages the husband to wear the Friends adult diaper like she is so that he doesn't miss out on remarkable moments of the cricket match.
Kartik Johari, vice-president, marketing and 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 nine 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, heroes, 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.”
Karthik Nagarajan, chief content officer, Wavemaker India, said, “With this Friends campaign, we attempted to encourage conversations around the category without feeling awkward or embarrassed and show adult diapers as a part of their existing life that adults have embraced fully. By showing an elderly couple enjoy their life while accepting their need for an adult diaper was the key to normalising the conversation."
Chief creative officer: Karthik Nagarajan
Creative director and script: Deepak Ramesh
Director: Pratik Rajen Kothari
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