December 11, 2020: Nobel Hygiene, the undisputed leader in the Indian adult diaper industry, has launched a new national campaign – #GiftAzadi – across television and digital platforms. Urinary incontinence, symptomised by frequent urination or a weakened bladder, remains a huge problem in India. Despite over 50 million people being afflicted by it, the issue finds little to no mention in mainstream media narratives.

Repeated bathroom visits compel incontinence sufferers to restrict social activity, trapping them at home, infringing on their dignity and ‘azadi’. Via #GifAzadi, Nobel Hygiene is inviting people to send in photographs of what the feeling of being trapped represents to them. For every entry received, the brand will donate a pack of diapers to an old age home.

The campaign has its roots in the pandemic which shut people across cities and countries in their homes. As red zones turned green, people reopened shutters and doors and ventured back into the world. However, for suffers of incontinence, this home quarantine never ends–often separating them from friends, family and things they love to do. The mental burden of their condition and the stigma that surrounds it makes things worse.

#GiftAzadi hopes to destigmatize this by creating awareness about incontinence (urine leakage) alongside equipping seniors with diapers that can assure them some mobility and a few more reasons to smile. A weak bladder, after all, is the largest cause of depression after weight concerns and childbirth (postpartum).

Commenting on the campaign, Kartik Johari, Vice-President – Marketing & E-commerce, Nobel Hygiene, said, “This pandemic has brought into sharp focus, just how claustrophobic it can feel to be trapped at home. There are lakhs of people, however, who deal with this repression as a part of life; and have been doing so for decades. The problem of incontinence (aka, urine leakage) is spread across the country, shrouded in taboo and silent suffering. Our work has been to consistently highlight this problem so that more people feel encouraged to talk about it with their families and close ones.

With our #GiftAzadi campaign, we hope to continue this effort and show crowd-sourced images that starkly convey this feeling of imprisonment. We have received a great response so far, and we urge more photographers to participate, to use their lenses to show a silent problem, and help free people from their mental and physical jails. Please work with us to enable Azadi.”

As mentioned, for each entry received Nobel Hygiene will donate a pack of adult diapers to an old age home. The top three most evocative photographs stand to win exciting gift vouchers worth ₹5,000. Friends Adult Diapers are specially designed for the Indian body type. They are built with high absorption layers which can give over 16 hrs of protection. The anti-bacterial property, odour lock, and quick-dry layers maintain a dry feel to the skin and its cotton-like softness ensure a rash-free experience. It is also indiscernible under normal Indian attire for men and women.

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Adult incontinence is a major health issue affecting millions of senior citizens across the world. In an effort to cater to the evolving needs of the elderly, Seniority and Nobel Hygiene, have joined hands to launch a new range of adult diapers – Friends Premium Pants with a unique odour-lock technology and anti-bacterial core for added comfort.

With technology at the heart of the new offering, Friends Premium Pants has been designed with exclusive featuressuch as leak guards on both sides to enhance its absorption capacity for up to 10 hours.The pant-style diapers offer greater comfort and hygiene, and are the perfect solution for elders with light incontinence issues. Its unique features provide the freedom, dignity, and confidence to the elderly to lead an active lifestyle.

Speaking on the new launch, Tapan Mishra, Co-founder of Seniority, says, “Incontinence is not just a physiological issue but also a major mental health concern for the elderly and their caregivers. Our deep understanding of the consumers’ requirements, combined with the industry intelligence of Nobel Hygiene, has allowed us to introduce Friends Premium Pants, a unique range of technologically advanced adult diapers for added comfort of the elderly. We are delighted with this collaboration since it strengthens our commitment to cater to the lifestyle needs of seniors and make them more mobile and independent.”

Also Read: Incontinence-why-we-need-to-speak-about-it?

According to Kartik Johari, VP – Marketing & Commerce, Nobel Hygiene Pvt. Ltd.  “Friends Diapers remains steadfast in our commitment to the Silvers in India, and to ensure that they receive the best-in-class products for their Azadi. Thus, when Seniority approached us to co-create an offering for their audience, it was the perfect meld of market and product. We are glad to offer a special collaboration product to serve the needs of even more Silvers. We hope that this unique solution appeals to their audience, and we trust this to be a beneficial, long-term partnership!” Friends Premium Pants is available on www.seniority.in with special offers and discounts.

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