Hyderabad: Friends Dry Pants – the flagship brand of Nobel Hygiene, specially designed for people suffering from Incontinence, celebrated India’s 75th Independence Day with renewed zest with its freedom campaign “Azadi Mubarak” in the state of Andhra Pradesh.
With Azadi Mubarak as their campaign tone and brand promise, they aim to destigmatize the category by creating awareness about incontinence (urine leakage). This year they amplified the campaign in select districts of the state for consumers via on-ground activities. The awareness drive started a week before 15 August and will continue till the end of the month.
The Hyderabad brand team activated the on-ground campaign at historical sites in the city that included Charminaar, Makkamazid, Golkonda Port and Necklace Road. They also organized a free sugar and blood pressure testing camp where over 250 citizens were tested. The entire team, out on various awareness activities across the state voluntarily wore the Adult Diaper – Friends highlighting to everyone along the way about the ease of usage. The intention was to destigmatize the use of adult diapers and raise awareness about incontinence as they recommend an easy solution that is within everyone’s reach.
The Vizag brand team on the other end held a road show that encouraged people to life their lives with courage and strength. The road show created a path across all the key points in the city.
Kartik Johari, Vice-President – Marketing & e-commerce, Nobel Hygiene, said, “In its third year, encouraged by previous response, we decided to scale up our Azadi Mubarak Campaign on the retail level. It has been our aim with this campaign to address the issue of urine leakage and create awareness about incontinence while expressing solidarity with its sufferers. Even 75 years after independence several people live without azadi; most because of prisons of their own making. We hope our audience realises that urine leakage is entirely manageable—azadi is one diaper away.”
Vivek Bhatnagar, Vice-President, Sales, said: “Our entire team at Nobel passionately believes that people should live as fulfilling a life as possible. This year we have extended our awareness drive to include menstrual hygiene and baby care as well. We want people to understand that there exist products that can solve their problems and make life easier! Our sales team has gone above and beyond in implementing a creative awareness campaign. They are unstoppable!”
Friends Adult Diaper is India’s largest selling adult brand with more than 60% of the category’s market share. Manufactured by Nobel Hygiene, the brand makes Overnight, Premium and Easy variants of pant- and tape-style diapers which are known for their superior quality in India and abroad. Designed for high absorption, Friends diapers can absorb between 8-16 hours (depending on the variant). Their anti-bacterial property, odour lock, and quick-dry layers further help maintain a dry feel and prevent rashes and skin issues. The unisex diaper can also be comfortably and indiscernibly worn under regular clothes.
