Kochi: 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 Kerala.
With Azadi Mubarak as their campaign focus 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.
This year the brand team visited Thrissur Ramavarmapuram old age home where they educated the residents on the uses and benefits of adult diapers. The team also sponsored the day's lunch and shared several samples of FRIENDS adult diaper for the residents to use.
The team travelled across the cities of Kannur, Thissur and Kasaragod visiting outlets educating the community and sales point of contact about adult diapers. 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.
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.
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