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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Mumbai, September2020: RIO Heavy Flow Pads by Nobel Hygiene launched its #RIOTalksPCOS campaign with a Raaga video that creates awareness about the hormonal ups and downs that a woman with PCOS goes through when she is on her heavy flow period.

The film has been created to push the viewer to listen and empathize with the pain a woman goes through during her menstrual cycle when she suffers from PCOS. It draws a comparison between two completely unexpected themes and imitates the drastic highs and lows of energy that a woman goes through during her periods. The unusual treatment of the film delivers an impactful message.

PCOS – an often-ignored condition in women:

An estimated one in five Indian women suffer from PCOS. This is an often-ignored condition in women and is generally considered a personal complication and not a separate medical problem even by women. Due to the lack of education and awareness about it there are fewer diagnosed with the condition. If not monitored in time, PCOS can have a serious impact on health.

Commenting on the new campaign, Kartik Johari, Vice-President, Nobel Hygiene, said “RIO’s research has revealed that women with PCOS are perennially worried and are unsure of how their periods will behave. The unpredictability results in them using a multitude of methods to prepare for it with a lot of hits and misses. However, society still expects them to go about their daily routines without drawing attention to their pain or discomfort. With this film, we wanted to throw the spotlight on the very real pain and the impact it has on their energy flow with every twist and turn. This PCOS awareness month hear them. Listen. Period.”

“I wonder if 1 in 5 men were suffering from a hidden, debilitating disease that spikes monthly; would there be more awareness about it? Women suffering from PCOS are silently struggling with an issue beyond simple solutions. We do not know what causes PCOS, and even less on how to effectively treat it. All throughout September, RIO will focus on awareness and educating consumers about the various facets of this seemingly impregnable complication”. He further added.

“Raagas have always had a certain pain and agony communicated through them. Linking that rollercoaster of emotions to what women with PCOS go through, communicated the feeling in a unique way.The video was also shot in a way that amplifies the feeling of imbalance and discomfort through the vertigo effect of the camera treatment, coupled with a tone that brings out the varying moods of the raga. Hopefully, if we say it in a way that’s creative and unique to us, people will take notice to the cause. It’s about time!” said Disha Daswani, Creative Director, Schbang X, further explaining the concept behind the video.

RIO will also further amplifythe message to drive it home by creating multiple layers of nuanced conversations around the topic on various digital platforms. Via select influencer engagement they will create an open and honest dialogue about PCOS struggles along with showcasing solidarity with women who are going through it.

RIO has become the front runner in taking the conversation forward on menstruation and breaking taboos and fake codes that surround it. Starting by showcasing the pain and pad issues that women go through on heavy flow days to becoming the first brand that fought for the right to destigmatise menstrual blood and show it as red instead of blue in a national TV campaign,  it will persist in its endeavour to give voice to women menstrual issues and challenge the status quo. It will continue to show the real image of periods. Watch out as they bust more myths and correct the perception of periods.

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Mumbai: Nobel hygiene, the undisputed leader in the adult diaper category and the only Indian manufacturer of both, adult and baby diapers, is now entering the sanitary pads category with the launch of ‘RIO pads’ in the market. RIO is the first product designed for women with heavy flow. Radhika Apte has been taken on as the campaign ambassador for the new product and will help create awareness about heavy flow and the challenges women face because of it.

The sanitary pads are designed especially for women suffering from heavy flow, the main causes being PCOD and early onset of menopause. The absolute comfort and overall safety provided by RIO will help women feel liberated – physiologically and psychologically, during their menses.

Commenting on the RIO launch, Kartik Johari, Vice-President, Nobel Hygiene said, “A significant percentage of Indian women face issues of Heavy Flow, especially if suffering from PCOD or going through menopause. And there are currently no products that specifically solve these issues. Through our extensive consumer research, we were able to tailor a product to specifically meet these problems, of gushes or clots or leaks! There was no conversation about any of these issues either; and the phenomenal responses that we are getting are very encouraging. We have consciously kept our communication honest, authentic and raw; and none better than Radhika to bring this conversation alive!”

Radhika Apte, theatre and film Actress, said “Many people think that you need to have PCOD or Menopause to experience heavy flow. But, that’s not the case. In fact, thousands of women face heavy flow even without knowing it. They don’t really know what to do about it or how to deal with it. So, most women figure out their own hacks with the existing sanitary napkins to manage their heavy flow or just suffer in silence. But thank god someone thought of doing something about it, and, finally, there’s a solution. Rio. Not a napkin. A pad. A heavy-duty pad”

To create widespread awareness about the new product the company has launched a Digital Campaign on Facebook and Instagram and is titled #Mybloodysecret. Rio sanitary pads will come in XL size and will have features such as Cottony Top Sheet, 3X More Absorption, Better Dryness, Wetness Lock, Odour Lock, Extra glue grip and will provide Complete Coverage with Strong Side Leak Guards instead of wings. RIO will be available in leading retail & chemist stores and will also have an online presence on Amazon.

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“The worst sin towards our fellow creatures is not to hate them, but to be indifferent to them: that’s the essence of inhumanity.” – George Bernard Shaw 

Many taboo topics in India suffer this fate; and this is precisely why they deserve a conversation. To deny someone the chance to even voice their concerns or problems without judgement or shame is deeply hurtful. The problem compounds when the issue is such, that the sufferer is shamed into silence, knowing that voiced concerns will only pull them down. Even non conformism gives one a burst of confidence, courage and reaffirms their beliefs; a person stands stronger, more righteously, when they have picked their side. Alas, ignorance yields not even this fruit.

Incontinence is one such problem; like the Mind Flayer, it operates from the shadows and reduces a person into a shell of themselves. You may like to think of the above reference as hyperbole, but there is a modicum of truth to it. We have heard first-hand stories of hundreds of individuals who radically changed their lives due to the onset of incontinence, and then again after refusing to confront it.

I believe incontinence should be an issue primed for discussion due to the following 3 points:

1. Key-stone problem:  We refer to incontinence as a key-stone problem, i.e: it can cause a myriad ancillary issue if left unaddressed. A key issue amongst them is depression. You can understand why a person would feel deeply ashamed to even bring this topic up. Incontinence also affects nightly sleep cycles; and not getting enough REM sleep is another key-stone problem, leading to a depressed immune system, lowered vitality and reduced energy.

2. Reduced Movement: One of the first things that happen in incontinence, is that the sufferer reduces his locii of movement. Due to their dependence on the toilet, they immediately stop undertaking long journeys, and even reduce their time spent in transit. All of this has a profound impact on one’s professional and personal life. We have spoken to numerous individuals who change their offices, who make a habit of stopping at fixed restaurants or relative’s homes in the middle of a commute.

Family events, friends’ meets are all left by the wayside. And usually, the family is completely in the dark about it. They have no idea as to why such deep changes are taking place within an individual, but they cope out of deference or discomfort. How can a 45-year-old gentleman bring up the topic of soiled underwear with his 60-year-old mother? (The conversation can go both ways).

TIP: A great sign to watch for, is if someone has a habit of rushing to the washroom as soon as they enter a home, especially after punching the bell multiple times. It shows an urgency beyond normal levels.

3. Psychologically regressive: Learning to maintain control over our bowels is one of the most fundamental steps in human development. To lose this very control is a deeply regressive step; sufferers usually go to comical lengths to avoid confronting the issue. Every excuse, from “mera problem frequent urination ka hai bhai”, to “beta, yeh toh diabetes ke saath hota hi hai”, is laid down. To confront incontinence is to confront this fundamental lack of control, and people love giving up control yes?

“No man is fit to command others that cannot command himself” – William Penn. And thus, it is only human to shirk away from this cognitive burden, and to let it decay in one’s subconscious as other facets of your personality deteriorate alongside. Thus, with the presence of these major issues, the discussion of incontinence should be a high priority for a family. Almost all cases of successful adult diaper adoption were where the family got overtly involved in the process. The sustained efforts of kids, grandkids and daughters-in-law finally yield results.

There exist tens of millions of people in India who are silently suffering in shame. They cannot even give a name to their affliction; instead they blame themselves and their condition. However, there is no need for one to keep living a life like this. If a senior is prescribed a knee-brace, I see no backlash from them, as society understands this condition. If our bowel is given such importance and priority in our minds, if its control is something so fundamentally paramount to us being in control as adults, it should be easy for us to see the damage incontinence can cause.

To avoid causing this damage in the lives of those who we love should be a strong enough reason for us to take up this fight! Amongst all our users, there remains a story at the forefront of my mind: A Delhi resident, who stays alone at the age of 83, took it upon herself to change the interiors of her house. She designed it herself and supervised the entire process. Why?? Because she acknowledged that incontinence was an issue she was facing and actively sought solutions for it and arrived at the usage of adult diapers.

This had so radically transformed her life, that she deemed that her house should change to match her mind-set. No longer did she want to look upon the same colored walls, and the same damn curtains. Her life had changed, and her house should too. The terrible downside of incontinence can be easily remedied by looking at the other side; and the numerous stories of users who came out of the Mind Flayer’s shadow and remembered how life is right side-up! If a single conversation is what stops this awesome transformation, then shame upon us for not talking.

Kartik Johari
Vice President, Nobel Hygiene

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In the categories of taboo, perhaps the most mistreated ones are the ignored ones. Even the most vilified are dignified with having their existence recognized. As the adage notes, “It is better to be hated than ignored”, to be ignored, and thus deemed inconsequential, does far more damage than simply being hated. Incontinence, a.k.a, loss of bowel control, is one such taboo that doesn’t receive the infamy that is due.

Most taboos are thought to be useful, namely in two ways. One, that it unites the sections of one clan; and two, it helps avoiding certain behaviours and practices that are unhygienic or to the detriment of the clan. A great modern-day example is “washing hands after using the bathroom,” not to do so, is simply unacceptable. However, taboos are notorious for not keeping up with our accelerating times. The modern era is forcing such conversations, and it’s best if we evolve with the times.

The taboos around cleanliness are numerous, and this is why incontinence is also tough to resolve. According to the Moral Foundations Theory, sanctity or purity, is one of six foundational morals, existing across all humans. That is, our need as humans to remain clean and in clean surroundings is a basic foundation on which the mind works. Incontinence goes against this very core moral and is thus harder to address as compared to hair-loss, another taboo subject.

Furthermore, one of our core developmental milestones is the ability to control our own bowel. It is the time a baby transitions into a child; when we feel that someone is in charge of their faculties and behaviour. To lose this control in old age deeply impacts anyone. It is a regressive step, and one that completely hamstrings a person’s ability to travel. Furthermore, due to it being a taboo, soiling oneself as an adult leads to a steep drop in self-esteem coupled with societal embarrassment.

Resultantly, incontinence leads to a radical change in the sufferer’s behaviour. They stop interacting and reduce their locus of movement. The lack of understanding and societal pressure leads to the onset of depression and the breaking of nightly sleep cycles. Both of these issues have a downwards-spiralling effect, namely, the sufferer gets stuck in a descending loop, each condition feeding into the other creating compounding damage. Additionally, most sufferers are vehemently opposed to wearing diapers, as they see it as a concession to their impediment. No one wishes to confront the loss of control; especially when it concerns one’s body’s core functioning. So, the issue remains masked. Whether it is a “frequent urination” problem, or “diabetes-wala” issue, or a “small-bladder” issue; people make-up myriad supporting reasons to justify their control or lack of control over their bladder, insisting till the end that they do not need diapers.

There is another damaged party in this affair; i.e: the entire family unit. Due to the descent of the sufferer’s condition, the entire family is usually affected. Moreover, the caretaker of the sufferer gets shackled into the same existence, with reduced mobility as the sufferer continues to increase their dependency on the caregiver, as their physical condition continues to deteriorate. Plus, as the issue is one of purity, the family’s endurance in the matter is quite limited. Anything is acquiesced to, to keep the house clean and humane; anything apart from adult-diapers.

However, adult diapers should be seen as a technological boon, a tool that wasn’t available to the generations of past. A clearer comparison is with knee-braces. When an aging person is asked to wear knee-braces, there is literally no backlash from the patient. If the knees are weak, they must be reinforced, simple! The same is with many of old age’s hues, whether bi-focal glasses, or pace-makers.

Wrinkle-removing creams are not even an essential product, but are a multi-million dollar industry as our population deals with living longer and healthier. Tools now exist to ease our existence; unfortunately, diapers are not accorded the same respect.

So, how can we change things? As with all taboos, an honest discussion is the first and only prescription. There are numerous studies (National Institute on Aging (NIA) showing the prevalence of falls in the elderly, especially as they rush to the bathroom. An adult diaper should be viewed as an insurance, something to prevent accidents and to exert control into an individual’s life. Most adult-diaper adoption happens when the family or caregivers push the sufferers into using the product. The first few days are the hardest. You will face strong resistance at diaper number 3, the 3’rd day of usage and the 3’rd week of usage. Guard against them, and keep on going through. The freedom and vitality that awaits on the other side is unimaginable.

The least we can strive for, for all such taboo subjects, is to alleviate the pressure and damage extended onto the community that is disadvantaged. At the very least, there are tools available to solve for these issues, a crutch that is not extended to other taboo subjects.

I personally look forward to the day that an ailing bladder doesn’t stop someone’s life in their tracks. Taboos have helped humanity survive so far; but as husks must be shed, so must certain taboos be dropped by the wayside. There exists no room in the world for shackling someone, simply due to the vagaries of life. The silver population deserves this simple courtesy from all of us. And we start by giving it a name and acknowledging its presence.

Kartik Johari –Vice President

Nobel Hygiene, Mumbai

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