Nobel Hygiene’s Friends Adult Pants Launches Campaign Addressing Incontinence Among Middle-Aged Women

Nobel Hygiene Limited, the manufacturer of adult diaper brand Friends, has unveiled a new television commercial (TVC) aimed at reframing the conversation around adult incontinence among middle-aged women. Designed to overcome the hesitation associated with first-time product trial, the campaign positions Friends Adult Dry Pants as an everyday lifestyle-enabling solution rather than a marker of age or medical dependency.

Data indicates that one in three women in India above the age of 45 an estimated 14 million middle-aged women experiences chronic urinary incontinence, with women accounting for nearly 70% of total sufferers nationwide. The campaign addresses both the physical limitations and the socio-emotional barriers that prevent women from adopting protective hygiene products.

Creative Concept and ‘Bharose Wali Dosti’ Tagline:
Conceptualized by creative agency Sideways, the TVC depicts a middle-aged woman preparing for a trip with her friends. Despite receiving recommendations from her peer group, she experiences apprehension regarding product performance and leakage protection outside the home environment.

The campaign introduces the brand’s updated tagline, “Bharose wali Dosti,” emphasizing two dimensions of trust:

Interpersonal Trust: Reassurance and recommendations provided by close friends and family.

Functional Product Trust: Confidence in product performance, absorbency, and discretion during travel and active daily routines.

Leadership Perspectives:
Kartik Kamal Johari, Chief Marketing & Growth Officer, Nobel Hygiene Limited, stated: “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… 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.”

Abhijit Avasthi, Founder, Sideways, added: “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.”