How Friends Adult Diapers leveraged social media to spread awareness around incontinence

Friends Adult Diapers

Friends Adult Diapers’ latest campaign #GiftAzadi was aimed at creating awareness about incontinence alongside equipping seniors with diapers that can assure them some mobility.

The case study delves into the Friends Adult Diapers’ #GiftAzadi campaign conceptualization and execution, also gauging it’s impact and results achieved.

Brand Introduction  

Nobel Hygiene was established in the year 2000 by Kamal Kumar Johari, with a view to providing Indian consumers with global quality products customized according to Indian body type. It creates adult (Friends) and baby diapers (Teddyy) and the first sanitary pad (RIO-Heavy Flow Pads) designed for women with heavy flow.

Objective from Social Media

A topic that remains “icky” for most, incontinence affects over 50 million in India. Shrouded by shame, trapped in their homes, the sufferers of incontinence find little to no representation in mainstream media. With the social media, the brand hopes to:

  • Create awareness about it’s products and how they can help #GiftAzadi to those stuck at home due to the baarbaar bathroom jaane ka problem.
  • Educate users about incontinence, the various kinds of diapers available,  features of diapers, etc.
  • Create awareness about the difficulties of those suffering from incontinence.
  • Create a supportive space for caregivers and others who can help ease the lives of our elders.
  • Normalise conversation around urinary incontinence by working to address prevalent stigma.


Nobel Hygiene launched a national campaign – #GiftAzadi – across television and digital platforms. Urinary continence, symptomised by frequent urination or a weakened bladder, remains a huge problem in India. Repeated bathroom visits compel incontinence sufferers to restrict social activity, trapping them at home, infringing on their dignity and ‘azadi’.

Via #GiftAzadi, Nobel Hygiene invited 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.

Problem Statement

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 sufferers 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.


Pictures speak a thousand words! The objective of the campaign was to spread awareness about urinary incontinence through a community led exercise.

Also Read: Case Study: How WeddingWire used influencers to create awareness around digital wedding planning tools


Incontinence itself is a challenging topic. One of the largest issues was to have enough people, especially young photographers care about this matter as it is something they cannot relate to, or choose to stay away from. Helping them relate to being trapped during a quarantine, thus, was crucial for us.

Second, it was to garner participation from regular people—and convey that this was not quite about how technically advanced the photo was as long as it gave the right message.


The brand’s creative agency, The Womb, decided to showcase the struggle using photos of sufferers—each of them trapped in their own homes. This short reel was used to inspire others to share similar photos in exchange for which we would donate one diaper per photo to a sufferer of the condition.

The campaign was executed on Twitter, Facebook, Instagram, Snapchat, and amplified through SEO, ad words, ad placements, etc.


GiftAzadi received a total of 67 entries that fit the given theme. Thus, they were able to donate 67 diapers to beneficiaries in the Rose of Sharon Trust Home, Thane. The winners three best entries won exciting gift vouchers worth ₹5,000. The original asset on Instagram reached 643,461 people and received 1,039,015 impressions.

CMO Quotes

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.