Friends Adult Diaper, a brand from Nobel Hygiene, partnered with Goodfellows, a Tata backed companionship company founded by Shantanu Naidu & Niki Thakur that combats loneliness among senior citizens by pairing them with young companions, or ‘Good Fellows,’ who act as friends and provide support with daily tasks, to host Reunion 2025, a celebration dedicated for Senior Citizens Day at MIG Cricket Club in Bandra, Mumbai.
The event brought together over 100 senior citizens and 150 Goodfellows (companionship volunteers), for an afternoon of music, laughter, and meaningful interactions. With activities ranging from a perfume-making workshop to karaoke, the highlight was Punch the Stigma, an engaging activity by Friends designed to symbolically break stereotypes around aging. Participants smashed through boxes labelled with stigmas such as loneliness, incontinence, and loss of independence, sparking candid conversations and reinforcing the message of dignity and inclusion. The Friends team also performed a light-hearted ‘magic trick,’ using water to demonstrate the powerful absorbency of adult diapers, breaking myths while keeping the atmosphere fun and relatable.
Speaking about the initiative, Kartik Johari, Chief Marketing & Growth Officer at Friends Adult Diaper (Nobel Hygiene), said, “At Friends, we have always believed in conversations that matter; conversations that restore dignity, break taboos, and empower senior citizens to live with confidence. Partnering with Goodfellows allows us to take this vision beyond products and into meaningful experiences that remind our elders they are valued, respected, and never alone.”
Seniors observed as water was absorbed by the product, with the Super Absorbent Polymer (SAP) locking the liquid into gel. According to the brand, the material can hold multiple rounds of fluid efficiently, making the demonstration both informative and reassuring. The session allowed participants to see firsthand the product’s effectiveness and reliability in real-life situations.
The collaboration also highlighted the growing recognition of senior citizens as an important part of community life. By moving beyond traditional product-focused engagement to interactive, celebratory, and stigma-breaking experiences, Friends Adult Diaper, as claimed by the brand, aims to promote a narrative where elderly care is associated with empowerment, respect, and dignity.
The event illustrated how collective initiatives can challenge stereotypes, foster inclusion, and bridge generational gaps. Through its partnership with Goodfellows, the brand continues to position itself as supporting companionship and creating experiences that help senior citizens feel valued and included.
