FRIENDS Adult Dry Pants launches unique Azaadi Mubarak on ground campaign!

Friends Dry Pants - the flagship brand of Nobel Hygiene, specially designed for people suffering from urine leakage, launched a unique on-ground activation to drive home the Azaadi Mubarak campaign. Over 350 sales representatives across more than 30 cities throughout the country, proudly wore the Friends Adult Dry Pants as they introduced the new product to the retail market. The activity started on Independence Day and will conclude tomorrow on World Senior Citizen Day 2020.

The FRIENDS representatives enthusiastically displayed the Dry Pants product that they wore while they did their rounds during the market visit. It not only initiated a lot of conversation and enhanced product trust within the market but also created interesting stories for the teams to share. The leadership team of FRIENDS including the founding team also participated in the on-ground campaign and displayed the product with pride.

Commenting on the same, Kartik Johari, Vice-President – Marketing & e-commerce, Nobel Hygiene, said, “This was a completely voluntary activity that we had requested our teams to participate in. We are overwhelmed with the enthusiastic participation of our team. Their efforts have made this activity a success. This unique initiative not only enhanced brand trust and established the efficacy of the product in the market but also helped our young sales representatives gain a new perspective of the comfort the product can provide. This has also helped encourage more conversations on the subject moving us a step closer to destigmatising this category.”

Recalling some of the real conversations that this activity led to, he also added, “Nothing is as impactful as seeing your product in use. Upon seeing the product being worn, suddenly all apprehension fell away from the retailers. When coincidentally a customer walked in, the retailer explained about the product with unforeseen gusto, while asking our Sales Officer to display the waistband of the worn product! Our distributors were also extremely happy; one in Gujarat, after years of selling the product, gladly tried it on at his residence for the first time.”

The freedom campaign that was launched last week via a national campaign across television and digital platforms aims to destigmatize the adult diaper category by creating awareness about incontinence (urine leakage) and encouraging usage of Dry Pants to experience freedom. The  Azaadi Mubarak campaign tone and brand promise for senior citizens, was brought alive in the real world by this unique on-ground activity. 

Research done by Nobel Hygiene amongst patients, caregivers and doctors indicates that the stigma around Incontinence and usage of dry pants is very real. Hushed conversations, job changes, relocation and re-arranging their whole lives to be close to a bathroom is commonplace in people suffering from incontinence. The mental stress is compounded by the social isolation they impose on themselves and inadvertently on their care givers.

Friends Dry Pants is specially designed for the Indian Body type. It is built with high absorption layers and can handle more than 1 litre of liquid which can give up to 8 hrs of protection. The anti-bacterial property, odour lock, and quick-dry layers, maintains a dry feel to the skin and its cotton-like softness means no rashes. It is also indiscernible under normal Indian attire for men and women.


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