Here's looking at India's first adult diaper ad

The ad is targeted at caretakers of senior citizens and not the senior citizens themselves

e4m by exchange4media Staff
Updated: Nov 28, 2017 8:50 AM

Friends Adult Diapers, an adult diaper brand, has started a conversation about the benefits of using adult diapers through a new television commercial. The ad, which is India’s first ad for adult diapers, is actually targeted at caretakers of senior citizens and not the senior citizens themselves. “We have taken care to include the grandson, who we envision is the caretaker in this scenario,” said Kartik Johari, VP & Marketing, Nobel Hygiene.

Primary research revealed that the biggest obstacle to the adoption of the product is the users themselves. “They find it shameful to discuss this debilitating condition of incontinence with their family. So, we wanted to ensure that through our targeting, we talk to the caretaker. And rather than a brand trying to convince a senior citizen about why this is important, we feel that it’s the family that would be in the best position to have a conversation about the need for adult diapers,” he said. The team also noticed that those who have started using the product did so only after the caregivers introduced the product to them.

Incontinence has multiple causes, from general ageing, paralysis and diabetes to even cancer. Urinary tract Infections can also lead to depression in seniors, as they tend to become more sedentary. Yet, adult diapers are a very under-penetrated market with very low adoption. “This segment has only around 3-4 per cent penetration at most,” said Johari. While he is hopeful about an increase in adoption, Johari said that the main objective of the marketing campaign is to start a conversation in homes.

This pan-India campaign will be dubbed in Tamil, Kannada, Malayalam, Telugu and Bengali languages. The campaign has been conceptualised by Curious Films.

The four-week campaign will be driven on television and digital media alone. Johari reasoned that this choice is predicated by the fact that this is first time ever that adult diapers are being advertised in India. “We have limited butter and the bread is really huge. So, we are concentrated in exactly two mediums to drive the main objective of this commercial. Assuming the first burst goes well, we can then look at making the campaign bigger; maybe not 360, but maybe 270,” he said.

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