Nobel Hygiene Limited’s adult diaper brand Friends has launched a new television campaign focused on the hesitation among middle-aged women to try adult incontinence products for the first time.
While conversations around urinary incontinence have begun to open up, the campaign identifies product adoption as another barrier, particularly among women who do not associate adult diapers with their own age or lifestyle. Concerns around leakage protection, discretion and product performance can add to the hesitation.
According to the brand, one in three women above the age of 45 in India lives with chronic urinary incontinence. The condition can affect everyday decisions, including where women travel, how long they stay out and their social interactions.
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Commenting on the campaign, Kartik Kamal Johari, Chief Marketing & Growth Officer, Nobel Hygiene Limited, said, “With women accounting for nearly 70% of chronic urinary incontinence sufferers in India, which is an estimated 14 million middle-aged women. This is too large and too underserved an audience to overlook. Urinary incontinence quietly influences how women navigate everyday life at different stages. While conversations around the condition itself are opening up, the stigma attached to adult diapers remains a significant barrier to adoption. Our focus with this campaign is to reposition adult diapers as a practical enabler, one that lets women travel, socialise and stay active with confidence by building trust in both the product and its performance.”
Conceptualised by Sideways, the TVC follows a middle-aged woman preparing to travel with friends. After they recommend trying an adult diaper, she agrees to use one for the first time but remains unsure about whether it will provide adequate protection during the trip.
The campaign uses this hesitation to address a first-time user’s concern around whether the product can be relied on to manage sudden, involuntary leakage outside the home.
Abhijit Avasthi, Founder, Sideways, said, “We wanted to approach a sensitive category through a moment that feels positive, familiar, and human. At the heart of the campaign is a simple idea: with friends, you feel more reassured. From there, it was about seamlessly integrating this idea with the product.”
The campaign introduces the tagline “Bharose wali Dosti,” using trust as the link between reassurance from friends and confidence in the product’s performance.
The campaign also positions adult diapers for travel and everyday use among middle-aged women, framing them as products that can support mobility, independence and everyday activity rather than being associated solely with age or dependency.
