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The stigma related to incontinence and usage of dry pants is deplorable to many.
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Friends Dry Pants aims to destigmatise talking about urine leakage and weak bladders in its campaign

The stigma related to incontinence and usage of dry pants is deplorable to many.
  • Nobel Hygiene's Friends Dry Pants aims to throw a spotlight on a subject that is pushed into the shadows as it doesn't see customer acceptance or celebrity support -- frequent urination or weak bladders.
  • The campaign focuses on educating people about the problems faced when one goes through incontinence and recommends an easy solution that is within everyone’s reach.
Friends Dry Pants - the flagship brand of Nobel Hygiene, specially designed for people suffering from Incontinence, launched its freedom campaign today via a national campaign across television and digital platforms.

With Azaadi Mubarak as their campaign tone and brand promise, they aim to destigmatize the category by creating awareness about incontinence (urine leakage) and a weak bladder is the largest cause of depression after weight concerns and childbirth (postpartum). Frequent urination or a weakened bladder are signs of incontinence and affects millions in India yet have never been addressed on a large scale with a direct call to action because it does not attract customer acceptance readily or celebrity support, it is usually pushed into the shadows. The brand aims to throw a spotlight on the issue encouraging the audience to not shy away from the subject or bottle up their harrowing experiences. But instead, take control of the situation!

The campaign focuses on educating people about the problems faced when one goes through incontinence and recommends an easy solution that is within everyone’s reach. The campaign will also create solidarity among people suffering from incontinence by letting them know they are not the only ones in this situation while helping them accept the truth.



The stigma related to incontinence and usage of dry pants is deplorable to many. People refrain from discussing and rather prefer quitting jobs, changing cities, confining themselves in their house and not sharing with anyone close to them and it affects millions in India. This also leads to a feeling of being ‘jailed’ in their minds leading to mental stress. Research indicates that affected individuals wear their suffering as a badge of honour, unconsciously choosing to ‘jail’ their family with them and not realising the impact it has on their loved ones and care givers.

The company spent many hours researching with people suffering from incontinence.

Explaining the research findings Kartik Johari, Vice-President – Marketing & e-commerce, Nobel Hygiene, said, “The 2 most common words in most articulations were “trapped” and “jailed”. People get trapped inside the houses and rationalize their life around this condition. The families become enablers, because of the exalted role of elders, their reluctance to address the problem, and general taboo! Incontinence is a severe issue that is shrouded in taboos in our country. It needs to be taken head on as it is an unavoidable biological fact that most of us will face it at some point or the other as our bodies age. Yet we refuse to accept or extend it help. People suffering from it choose to remain silent for fear of social ostracization. Changing lifestyles have resulted in the onset of incontinence in as young as 45. So, do we stop living our lives at 45 or remain chained to the bathroom?

Our communication is rooted in authenticity and we choose to create customer delight by showcasing the truth. Incontinence needs be accepted as a normal bodily condition that can be addressed. Our latest campaign Azaadi Mubarak is dedicated to all men and women who go through it. It will address the issue and create awareness about it while expressing solidarity with them. For us, this is the culmination of physical and mental freedom that the product brings. It should aid people to "step out" of their “mental jails” and celebrate their freedom.”


The campaign will be launched on the brand’s digital channels this week and will hit television screens on 15 August 2020 across GEC channels ( Sony, Sony Max, Zee Cinema) , regional channels ( Zee Marathi, Zee Kanadda, Zee Telgu, Zee Gujarati, Sun TV, KTV ETV) along with select news channels ( Zee News , India TV, TV9 and Sandesh News ).